Launching lacrosse's newest discipline.
WORLD LACROSSE SIXES LAUNCH
Product Marketing | Graphic Design | Sport Development
Adobe Illustrator | Thinkific | Indesign​
GOAL
Accelerate the adoption of the Sixes discipline around the world.
OVERVIEW
World Lacrosse is the governing federation of 87 member countries. In 2021, World Lacrosse launched the lacrosse “Sixes” discipline. Sixes supports the World Lacrosse’s Olympic vision and makes the sport more accessible to countries around the world.
MY ROLE
As World Lacrosse’s manager of sport development, I created and implemented the federation’s marketing strategy for the global adoption of the discipline. My contributions included the creation of marketing collateral, infographics, and e-learning resources.
OUTCOME
21,700 active Sixes participants in 39 different countries, 89% of participants have a positive first experience, and 15 international events have been hosted post-launch.
01. THE PRODUCT AND ITS AUDIENCE
THE SIXES BRAND
The Sixes discipline positions World Lacrosse to realize its vision of lacrosse being played by all countries and becoming an Olympic sport. It makes the sport more accessible and is less expensive than the existing 10v10 discipline.
The Sixes brand was designed to embody the speed and excitement of the discipline.
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TARGETING WORLD LACROSSE MEMBERS
Our marketing campaign communicated what Sixes was, why it was worth playing/watching and how anyone could get invovled.
My team was responsible for the reception and adoption of Sixes by member countries around the world.
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We would measure our success by tracking the discipline's global adoption and growth.
Messaging for a global audience.
World Lacrosse members targeted by our team throughout the Sixes launch.
02. INTERNATIONAL LAUNCH
BUILDING EXCITEMENT FOR SOMETHING NEW
For the launch of Sixes, World Lacrosse created a short hype video. I worked with our communications team to identify what features of the game should be displayed and how gameplay should be depicted.
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It was crucial that the video identify the unique features of the discipline without making Sixes feel completely disconnected from the 10v10 lacrosse our audience was familiar with.
LAUNCH ENGAGEMENT
Members were given access to customizable Sixes graphics prior to the launch. I provided direction to members and event partners on how their organizations could embrace Sixes.
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SIMPLE MESSAGING
For our launch to be successful, member countries would need to effectively introduce Sixes to local participants.
I designed graphics that illustrate Sixes’ unique features of Sixes in a simple way. Member countries could now share essential information with participants in a way that reinforced the Sixes brand.
Working with 78 member countries to drive engagement.
I worked with our communications team and production crew to dictate how the new discipline should be introduced to viewers.
Examples of member countries embracing the Sixes brand.
Introductory graphics I designed for the product launch.
03: ADOPTION OF THE DISCIPLINE
INFOGRAPHICS
Our marketing strategy outlined how participants could easily adopt the discipline. I designed a series of infographics that encouraged Sixes play. As opposed to reading the entire rulebook, participants could use these graphics as a quick start guide to Sixes.
E-LEARNING EXPERIENCE
I created a series of e-learning experiences that introduce athletes, coaches, and officials to Sixes. These courses provide the essential knowledge and instruction needed to adopt Sixes play.
IN-PERSON EDUCATION AND DATA-DRIVEN SOLUTIONS
As Sixes became more widespread, I developed a clinic curriculum for coaches and athletes. These clinics brokedown tactics and techniques unique to the Sixes game and introduced instructional strategies to teach/learn these features of the game.
Rooted in best-practice and competition data, these clinics prepared participants for high-level Sixes competition, supporting a more entertaining on-field product. I led a team that delivered seven clinics in four countries.
Making it easier for anyone, anywhere, to play Sixes.
Growing our fanbase with 2,000 first-time lacrosse fans.
Delivering data-driven support to participants around the world.
04: MARKETING SIXES PLAY
INCENTIVIZING SIXES COMPETITION
To ensure the continued growth of Sixes, it was critical that our team facilitate international and domestic competition. Our team offered grant funding to members hosting Sixes events.
UNDERSTANDING THE USER EXPERIENCE
As Sixes continued to grow in popularity, it was critical that we understood how our users experienced the product.
I designed and distributed a survey that would provide insight into what users liked about Sixes as well as how we might change the product to better meet their needs.
LEVERAGING COMPETITION CONTENT
Sharing content from major events allowed our team to draw attention to the discipline while encouraging other member countries to host their own Sixes events. I supported our communications team by designing Sixes marketing assets for a variety of events.
How we leveraged Sixes competition to accelerate growth.
05. OUTCOME
89%
PERCENT OF PARTICIPANTS THAT RATED THEIR SIXES EXPERIENCE AS GREAT OR EXCELLENT
+15
INTERNATIONAL SIXES EVENTS HOSTED BY MEMBER COUNTRIES
1,200,000
TOTAL VIEWS OF SIXES LAUNCH VIDEO
21,700
ACTIVE SIXES PARTICIPANTS
REFLECTIONS
Lacrosse athletes and fans are fiercely loyal to their game and its history. Generating buy-in for the Sixes discipline was one of the most unique challenges I have been a part of.
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Our team was tasked with facilitating the worldwide adoption of Sixes. We did this by establishing clear, consistent messaging that helped users understand what makes Sixes special. The materials that we designed allowed participants to adopt the sport quickly. Finally, we prioritized the display of our on-field product, leveraging the experience of participants to generate interest in Sixes.
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As Sixes grows, our team continues to seek a better understanding of how participants experience the product and how it can be improved. To learn more about my role in the Sixes launch, or what I might have done differently, shoot me a message!