TARGET | MLS All-Star

In 2024, Target was the presenting sponsor of the MLS All-Star Weekend in Columbus, Ohio. Our job was to show up and make it matter.

Our strategy centered on a simple truth: Columbus isn’t just a soccer city, it’s a soccer-obsessed city. So we didn’t pull up with a generic activation. We built something personal. A love letter to the fans, the culture, and the city they rep every single day.

And since Columbus moves as much through art as it does through sport, we brought local artists into the mix, letting the city speak for itself.