MLS x BPC Juneteenth 2024 project.

We provided 360 content creation: photography, videography, production, strategy and more.

MLS and Black Players for Change collaborated with world- renowned photographer and founder of Charcoal Pitch F.C, Mel D. Cole, who was tapped as the creative lead for the Juneteenth campaign. Cole selected Black artist Gianni Lee to design the 2023 MLS Juneteenth-inspired, “The Seeds We Plant. The Flowers We Share” collectible jerseys.

The 29 collectible jerseys will be signed by players and auctioned off, with funds going to organizations that impact the Black community in each club’s local market. As a new addition, a commemorative patch was designed to complement the 29 unique jerseys representing each individual MLS club. Fans can bid on the collectibles at MLSauctions.com.