The League of Legends 2024 World Championship, which was hosted in Europe this year, is an annual championship tournament hosted by Riot Games, in which the top teams from 8 regions worldwide compete for the ultimate title of World Champion. As the top team from the North American region, FlyQuest was invited as 1 of the 20 teams competing in the tournament.
"Here We Grow" embodies the philosophy that wherever we go, we want to grow. This campaign was designed to excite and unite North American fans behind FlyQuest as we compete against the best international teams, while also making a tangible impact in local communities across each city we played in.
As the only esports organization with a strong eco-conscious mission, FlyQuest aimed to blend nature and technology—both in our competitive journey and creative execution.
FlyQuest’s "Here We Grow" campaign was built around a distinct brand identity—a fusion of nature and technology that set us apart from the competition while staying true to our mission. We wanted to excite and unite North American fans ahead of Worlds, grow our presence internationally, and reinforce our commitment to making gaming better than we found it. This campaign wasn’t just about competition; it was about bringing FlyQuest’s eco-conscious vision to life on the global stage. We crafted a unique visual identity, blending stylized photography of our players in natural landscapes and urban environments to showcase our dual focus. This approach ensured that every piece of content felt intentional, reinforcing our core message of growth—both competitively and socially.
To deepen our impact, we expanded our eco initiative to every host city—Berlin, Paris, and London. For each minute of game time played, FlyQuest donated $1 to $20 to local community efforts, scaling at each stage of the tournament. Fans also played a role, receiving custom FlyQuest Flower Planter Kits with every jersey purchase. During the Berlin stage, we went even further, matching all proceeds to support emergency aid efforts for Hurricane Helene. Collaboration was key in amplifying our presence. We partnered with local European esports organizations, like Joblife Esports, to raise awareness through custom content, creative assets, and meme-driven engagement. This helped us reach new audiences while maintaining consistency in FlyQuest’s mission.
Executing this on an international scale came with challenges—navigating different languages, time zones, and local organizations while ensuring our identity remained consistent. Through strategic charity communication and marketing promotion, we successfully overcame these hurdles, bringing the campaign to life in an authentic way.
With an unexpected quarterfinals run as well, FlyQuest captured the global spotlight, taking the #1-ranked team to the brink of elimination. We maximized this momentum with targeted social content, leveraging our distinct identity to engage fans worldwide." Here We Grow" was more than a campaign—it was a statement. We proved that FlyQuest isn’t just about winning games; we’re about leaving an impact, building a legacy, and growing wherever we go.
Through the success of our League of Legends team and extensive social media coverage during the 2024 World Championship, FlyQuest cemented itself as the face of North American League of Legends. Our campaign generated 66.3M impressions and 3.4M engagements on X alone, while our matches amassed over 30.6M viewership hours and peaked at 3.5M concurrent viewers, making it the most-watched esports match of all time from a North American organization.
Beyond competitive success, the "Here We Grow" campaign made a tangible impact. We raised over $18.2K for local communities at Prinzessinnengarten, La Société Protectrice Des Animaux, and Thames21, reinforcing our commitment to social good. Fan participation was overwhelming, with 386 FlyQuest jerseys selling out in just one week. This momentum also led to a massive increase in our international following, particularly in France, where we saw a surge in engagement and support.
The amount of global support and gratitude we received was immeasurable, proving that FlyQuest’s mission to grow—both competitively and as a force for good—resonates far beyond North America. Our continued dedication to sustainability and community impact is not only shaping the future of our organization but inspiring others to do the same.
