Athletics News
    USC Launches WE PLAY Marketing Campaign
    Innovative all-sports branding initiative will run across various platforms.
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    Aug. 8, 2012

    WE PLAY commercial

    WE PLAY Barkley commercial

    WE PLAY, an innovative all-sports USC marketing and branding campaign that will utilize various distribution platforms to present a vibrant and thought-provoking image of Trojan athletics, has been launched by the Trojan athletic department.

    WE PLAY images will be released throughout the 2012-13 season on billboards, videoboards, print ads and athletic department publications, as well as on TV and radio commercials and Trojan websites and social media, including the recently-redesigned USCTrojans.com official site.

    The iconic WE PLAY logo features cardinal-colored letters W, E, P and Y and gold-colored L and A emblazoned atop stylized black-and-white photos, with images of USC athletes and moments colorized within the photos.

    "The WE PLAY brand highlights USC's Los Angeles base in its logo while also acknowledging the global reach of the Trojan Family in its messaging," said USC associate athletic director/marketing Craig Kelley. "Through WE PLAY, we will tell the story of the 2012-13 Trojans and get our fans engaged in all 21 of USC's athletic programs."

    The WE PLAY campaign will debut with a commercial that not only highlights USC's glorious football heritage, but looks to the future and thanks Trojan fans for their support. Other early WE PLAY releases will salute USC's unparalleled Olympic heritage and its successes at the 2012 London Olympics, as well as Troy's fall sports, including women's volleyball and soccer and men's water polo.

    The concept for the WE PLAY campaign and all of its design elements were produced entirely in-house by USC athletic department staff.