NFL Flag -
Be The Story
(2026)
Flag football has been taking off, not just in the USA but around the world. Globally, the sport is played by more than 20 million people across 100 countries and will be played at the LA28 Olympic Games. Having recently announced that it is partnering with TMRW Sports to develop and operate a professional flag football league for women and men, also set to launch in 2028, the NFL is taking the sport to the international stage.
Our task was to create a global campaign platform for NFL Flag that would get Gen Alpha youth to want to play the game.
CHALLENGE
In the US, Flag is still being legitimised as a “proper” sport. Outside the US, Flag is a new sport with low awareness and consideration.
Furthermore, youth sports in general are struggling, with most kids opting out before they reach high school. It’s become more professionalised, more toxic, more exclusive.
INSIGHT
Gen Alpha love safe spaces where they can push the boundaries of self-expression, where they can create a world and alter egos, and direct the narrative. That is why gaming is so popular.
They want to be the drama, be the moment, be the story.
BRIEF
Flag is a space where individual skill, attitude and personality are celebrated and can fundamentally shape a game in motion.
In Flag, teens can write your own narrative - as well as the narrative of the game itself.
