The Philadelphia KiXX Major Indoor Soccer League team competed for fans in a city with three other winter professional sports teams. KiXX turned to Deardorff for help building awareness of the team and shifting its focus toward a younger, hipper adult audience while continuing to appeal to families with soccer-age children.
Deardorff recommended featuring the team's most recognizable players to gain celebrity appeal and overall awareness. Utilizing a dramatic superhero approach, a whole new image was created for the KiXX. Deardorff's outdoor and mass transit campaign brought a sophisticated yet edgy feel to the team's messaging. Ultimately, the team became recognized for its cooler image, and was considered "not a bad place to go for a Saturday night date."