Mattias Mackler, Creative Director at FutureBrand North America examines the culture behind sports branding

When sports brands evolve their identity, it's more than a visual update—it's a response to cultural shifts.

In his recent Shots article, Mattias Mackler, Creative Director at FutureBrand North America, explores the ongoing balancing act sports brands face between tradition and trend. Successful sports branding isn’t just about aesthetic updates but about creating a deeper, authentic connection with fans.

Mackler underscores the contrast between European teams, who maintain historical symbols resonating with long-standing fan bases, and American franchises that frequently adopt trend-driven designs appealing to a younger, diverse audience. These examples illustrate the universal challenge for brands to bridge past traditions with contemporary appeal, engaging across multiple generations effectively.

“Whether you’re from Newcastle or New York, the essence of sports branding lies in its ability to capture the heart and soul of a team and its supporters, creating a bond that transcends time and space.”

Dive deeper into the dynamics of sports branding here.