Chloe Humphrey x STX
Next Play. Next is Now.
As University of North Carolina standout Chloe Humphrey emerged as the most dominant player in women’s lacrosse, STX recognized a rare opportunity to build a campaign around an athlete who wasn’t just winning championships, but changing what greatness looks like. The concept we developed, NEXT IS NOW, drafted off the way Chloe plays the game: a step ahead of it. She reads the field before defenders react to it, finds space before it opens, and is already moving toward her next play while everyone else is still processing the last one.
Client
Industry
WHAT WE DID
Built for the moment.
We developed an athlete-first platform designed to tell the story behind the statistics. Rather than focusing on records and accolades alone, the campaign explored the mindset, preparation, and confidence that make sustained excellence possible. Every element was designed to reinforce Chloe’s identity as one of the defining athletes in the world of lacrosse.
From a campaign film and social content to a personal logo and retail activations, we created a suite of assets that reflect Chloe’s quick gameplay and can evolve alongside her career. It was designed to capitalize on immediate opportunities—a championship run, awards season, international competition—while providing STX with a long-term foundation for future campaigns and product storytelling.
Great brands know how to recognize defining moments and help shape them. If you’re looking to build a campaign that elevates your brand, an athlete, or an idea, we’d love to be part of it.
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