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Special Project

Special Project
From the 16th Annual Shorty Awards

The 404 Kit

Finalist in Organic Promotion

Bronze Honor in Local Campaign

Entered in Earned Media, On a Shoestring, Sports


The Atlanta United FC of today couldn’t exist without the Old Atlanta from the 90’s. Throughout that decade, Atlanta blossomed into a cultural capital of hip-hop, street art, self-expression, and total uniqueness. And those influences can be felt in the club’s style of play, the vibes in the stadium, and the club’s flags adorning every porch and stoop in the city. 

So, when Atlanta United was one of the few MLS clubs to get a third kit, we knew we had to make it special. And make it reflect the city we represent. 

The 404 Kit had touches of the graffiti and music ATLiens witness every day. And a nod to the 90’s that made us. It needed authenticity, so we sought out Atlanta’s original and up-and-coming graffiti artists to put their spin on one kit. Making it the most authentic to the people and culture of the city, and a one-of-one piece of club history.


Strategy and Execution

To celebrate the launch of the kit, we made a one of one kit that was also a piece of street art and streetwear with the help of some of ATL’s most notorious street artists. To kick it off we partnered with Dr. Dax, Atlanta graffiti legend and Dungeon Family member who toured with OutKast in the 90’s. On Instagram, we teased Dr. Dax’s unique graffiti patch he added to the kit. Then, more teaser posts came out with the names of the artists joining him to turn this kit into a living, breathing piece of Atlanta scenery. 

Recruiting OG artists like the notoriously anonymous VAYNE, and the man who always has Atlanta in his prayers, R. Land; along with newcomers in the visual arts and muralist spaces with West End’s born and raised FRKO, Gunna’s latest album art creator, Paper Frank, plus Hella Leah, ArrrtAddict, and graffiti artist and Atlanta meme account admin, Hank Samuels. 

We kitted this kit out in literal drip while interviewing these artists on their Old Atlanta influences and what the city means to them. Then, these artists posted their individual interviews on their Instagram, reaching not only Atlanta United fans, but streetwear and culture fans, too. 

Using a myriad of mediums, layering style upon style, and featuring puff paints, duct tape, acrylics, and custom, one-of-a-kind patches, we made the kit feel like a wall you’d walk by in Krog Street Tunnel (a notorious tunnel in Atlanta covered and recovered with layers of spraypaint and wheat paste posters).  

And with the help of Atlanta’s go-to streetwear store, Good Times, we displayed the kit for supporters and fans to come by, take their picture with the kit, tag Atlanta United on Instagram, and enter for a chance to win the tagged kit.



After thousands of entries, one lucky fan took home this one of one piece of Atlanta art and club history. They met the artists who tagged the kit in Atlanta United’s press box, and not only took home this exclusive piece of club history, but an Atlanta United win and a once-in-a-lifetime experience.

Supporters on social loved the 404 kit, applauding the authenticity of the artists who tagged it. This led to 30% of kits being sold in the first 5 days. 1.4 million impressions in the first week, and the most media engagement for a kit release in club history.


Video for The 404 Kit

Entrant Company / Organization Name

Chemistry, Atlanta United

Entry Credits