LEAGUE ONE VOLLEYBALL TAPS ATLANTIC NEW YORK TO POWER CITY-DRIVEN CAMPAIGNS FOR SIX PRO TEAMS

Creative agency develops locally rooted campaigns turning hometown pride into fandom

League One Volleyball (LOVB)— the largest community in youth volleyball and the nation’s first professional league built from the club up —with Atlantic New York, an independent creative agency based in Brooklyn, to develop new season campaigns for its six pro teams ahead of the league’s second season.

Tasked with helping LOVB’s six professional teams develop an ownable expression deeply rooted in their city’s culture, energy and history, Atlantic New York created a series of unique executions, each designed to transform hometown pride into passionate fandom.

“This season we’re unlocking the unique spirit of every LOVB Pro team and making them unmistakable in their cities and beyond,” said Patrick Cox, SVP of Brand for LOVB. “This is about culture, pride, and tapping into what fans want to stand behind and belong to and Atlantic New York helped us get there.”

The partnership expands Atlantic New York‘s growing footprint  in sports, following  campaign work with Yahoo Sports and the NBA, Prime Video and the NFL, and Heineken with the Champions League.

“What LOVB was looking for wasn’t just new taglines. Each team needed a rallying cry that truly belonged to their unique community of fans,” explained Marco Pupo, co-founder and chief creative officer of Atlantic New York.

João Coutinho, fellow co-founder and chief creative officer of Atlantic New York, agreed: “Listening and sharing the evolution of the work to each team’s array of stakeholders was a huge part of our work. Their feedback meant everything.”

Working closely with LOVB‘s Patrick Cox, SVP of Brand and Julia Neiva, Creative Director, Atlantic New York developed campaigns deeply rooted in each city’s identity, signifying that loving your city means loving your LOVB team. These distinct rallying cries included:

• LOVB Atlanta: “Bring Your A” — a challenge befitting the modern-day capital of culture, known simply as “The A.”
• LOVB Austin: “The Crown Stays Home” — the defending champions defend their title with bold Texas pride.
• LOVB Houston: “Grit Up” — celebrating the ambition and toughness of one of the world’s most diverse cities.
• LOVB Madison: “We Mad” — channeling Wisconsin’s next-level volleyball passion into a new team identity.
• LOVB Nebraska: “State of Legends” — honoring the holy ground of American volleyball where the sport is a way of life.
• LOVB Salt Lake: “High Attitude” — merging the elevated mountain landscape with the team’s elevated drive and determination.

To develop the campaign, the team conducted interviews with players, fans and internal stakeholders to identify cultural insights that resonate with each city. The work extends beyond rallying cries to include social media, in-arena experiences and out-of-home advertising.

LOVB’s second season kicked off with First Serve on January 7, 2026, drawing passionate crowds, highly engaged viewers across USA Network and ESPN and building on a debut season that introduced a new model for professional volleyball in the United States, rooted in community, athlete development, and global ambition.

Source: Atlantic New York

  Advertising, Atlantic New York, Campaign, League One Volleyball, Marketing