“The Seattle Sounders have sold out tickets for five seasons straight. None of this would have been possible without setting the table during their inaugural season. Enlisted with this task, we borrowed from the European soccer tradition and chose the scarf as our rally cry, ‘Scarves Up!’ We started this with a guerilla marketing approach by scarfing city neighborhoods with thousands of scarves. We also placed giant 90-foot scarves on the old Rainier Brewery, which sits along I-5 and is visible by anyone entering the city.”
