XFL

2022

The XFL entered a bold new chapter under the leadership of Dany Garcia, the first woman to hold a majority ownership stake in a major American professional sports league, and Dwayne Johnson. Together, they set out to rethink professional football and create more opportunities for athletes, fans, and partners.

At R/GA, we created a new identity that moved beyond the traditional visual language of football. The brand was built around one clear belief: pushing football forward by connecting sport, culture, storytelling, players, coaches, fans, and innovation.

A black and white foundation gave the system a strong, consistent voice while allowing each team’s colors to take center stage. Instead of competing with the teams, the XFL identity became a flexible platform designed to make them the heroes.

Client

XFL

Role

Design Direction

With

Brand Design & Consulting team

Paulo Assuncao, Brittany Messenger, Dillon Dilatlo, Elaine Li, Jen Vano, Rafael Yada.