US Rowing
Bringing legacy forward into a new chapter, a new look and a new rally cry — All In.
Paving a new road to the LA28 Olympics.
Industry
Sports
Services
Brand Strategy, Campaign Identity, Campaign Creative
Launched
2026
Challenge
Rowing’s not the most hyped Olympic sport, but it’s full of thrills, rivalries, and extreme athleticism. Most just have no idea. With the spotlight on the team USA going into LA28 Olympics, US Rowing needed a campaign that was a rallying cry to unite the public, the rowing community and donors around the national team’s home turf battles in 2028.
Approach
We partnered with our friends Study Hall to re-imagine the next chapter of US Rowing, symbolized in a big idea: “All In” brought fire to the waters of a centuries-old sport—capturing the speed, intensity, sheer grit and thrill of it all. It gave rowing the cinematic aura its earned and a growing fanbase the drama they crave to sink their teeth into. US Rowing LA28? You bet your ass we’ll be watching.
