Indomitable City. Indomitable Kit.
Promotional Photo Essay
CLIENT
Sacramento Republic FC, professional soccer team
For the 2018 season, Sacramento Republic FC unveiled their kits through a campaign that celebrated the soul of the city just as much as the shirt itself. Under the theme “Indomitable City. Indomitable Club.”, we created a photo-driven narrative featuring real Sacramentans whose stories and spirit embody the club’s motto.
Photos feature iconic and everyday Sacramento locations, the campaign highlighted a cross-section of the community, from a chef to a Children’s Hospital doctor, the club’s PA announcer, and even a U.S. Congresswoman. Each participant was paired with a personal quote about what Sacramento means to them, creating a layered portrait of pride, resilience and identity.
The Photo Essay
“A lot of people say that Sacramento is going to be the next San Francisco, Portland or Austin, but I don’t think it's any of those things. I think it is its own thing.”
Chef Buu “Billy” Ngo is the Founder, Chef and Partner of Kru Contemporary Japanese Cuisine, Fish Face Poke Bar and Healthy Hounds Kitchen in Sacramento, CA. Throughout his career, Billy has become known for his use of the best ingredients and flavor, and his commitment to increasing sustainability in his menu. Born in Hong Kong to Chinese-Vietnamese parents, Ngo has been an advocate for Sacramento’s Farm-to-Fork community and appeared at industry events such as Pebble Beach Food and television shows Cutthroat Kitchen, Man Fire Food and Glutton for Punishment.
“I love the energy of the fans. The fans are amazing because I feed off that energy and that is what pumps me up. When they get excited. I get excited.”
Jaime Coffee is the only woman to serve as the official PA announcer for a men’s professional soccer club as the PA for Republic FC. She is the first woman to announce an NBA game, Men’s Pac-12 Championship and the Men’s NCAA Basketball Tournament. By day, Coffee is the spokesperson for the California Highway Patrol but her other calling was launched in 2001 as the PA announcer for the former WNBA Sacramento Monarchs. She has also served as PA for the U.S. Soccer Women’s National Team, U.S.A Men’s Rugby and Lacrosse All Stars.
“I love the fact that people love Sacramento and who we are.“
Congresswoman Doris Matsui has represented the city of Sacramento and its surrounding areas since 2005. She is committed to strengthening Sacramento and creating a vibrant region where families can live, work, and play. After growing up on a farm in California’s Central Valley, she attended the University of California at Berkeley before launching her career in public service. During the 114th Congress, Congresswoman Matsui was elected by her peers to serve as a co-chair of the bipartisan Congressional Caucus for Women’s Issues. As co-chair, she worked closely with the 88 women Members of the House to advance issues that matter most to women in the United States.
The Result
The result was more than a kit reveal. It was a love letter to the city, a celebration of the people who give Sacramento its edge, grit, and unmistakable swagger. The campaign lived across social, digital, and print, resonating with fans and reinforcing the deep connection between club and community. The campaign successfully promoted the club’s kits, and all merchandise goals were thoroughly met.