A team of agencies led by Hollywood Store Range Media Partners is coming up on the plate to make the New York Mets relevant to young, diverse audiences.
Steve and Alexandra Cohen, who bought the team last year in a 2.4 billion deal, took the step to “revitalize the organization’s progressive outlook because it intersects with popular culture and innovative digital technology.”
Mets works with the company’s 4 front and base designs to update the brand identity – including fonts and logos, outdoor advertising, and a digital presence all around the team. The marketing reboot will also target Mets ’home turf city field not only as a sports destination, but also as a center for culture and entertainment.
“We have a huge opportunity ahead of us – we build the New York Mets as one of the most iconic teams in all sports, both to excite existing fans and to entice newcomers with the extra skills and resources of range, 4 front and base design. We want to encourage and honor the best-in-class partners to support the Mets organization as we develop our brand, ”said Mets team president Sandy Alderson.
The 4 front clients include the Chicago Cubs, Las Vegas Riders, Oklahoma City Thunder, Liverpool FC, Minnesota Wild, UFC and New Zealand All Blacks. Base Design is an award-winning branding agency whose clients include Apple, the Louis Vuitton Foundation, Union Square Hospitality Group, Milk Studio and Prince Estate.
Range CEO Peter Mickelly and managing partner Natalie Bruce, a veteran trend forecaster, will work at Mets for their agency and work with leadership to find opportunities in film, television, fashion, social media and music. The range’s sports marketing, social media, music and development teams will also do business.
“The range was created to empower exceptional storytellers, and the team’s aspirations are far off the field – at the crossroads of sports, entertainment and culture. We are thrilled to be partnering with Steve, Alex, Sandy and the entire Mets company and support the promise of being the most innovative owner in professional sports – many of us in the range are lifelong Mets fans, and we know how important the rest is to the Mets narrative. ” And Bruce said. “In addition to defining the authenticity, warmth and determination that the New York Mets (and the city itself) have, we are thrilled to be able to create a forward-thinking partnership that will bring fans closer to their favorite players.”
The 4FRONT team is edited by Katie Fogli and includes Dan Migala, Tim Hearst, Brian Gainer, Ruchir Shah and AJ Stoner. The base team, led by creative director Min Louis, includes Geoff Cook, Harry Leverty, Gavin May and Ross Gendels.