We Are Penn State

As Penn State Athletics launched its new partnership with Adidas, we were tasked with introducing the collaboration across all sports without losing what makes Penn State’s legacy so distinct. We built the campaign around the legendary “WE ARE” chant, transforming it from a Beaver Stadiium rallying cry into a collective declaration. The story evolved to an expression of full-throated pride, with the focus squarely on Penn State’s student-athletes.

Agency: New Monster. Role: Lead Designer, Visual Identity, Presentation Design.