Ahead of the 2021 Major League Soccer season, the Colorado Rapids unveiled the "Class 5 Kit, a secondary jersey featuring a distinct design: an embossed topographical map of six local mountain peaks, celebrating the state's vibrant outdoor culture. Upon its release, the Class 5 Kit quickly became the most commercially successful jersey launch in the team's history.
Below is the narrative copy I developed for the Class 5 Kit, which was prominently featured across various channels throughout the launch campaign, including the club's website and media kits distributed to both local and national media.
Few things define Coloradans like the mountains.
Towering proudly above the western skyline, their iconic peaks beckon us. No other state is home to as many ‘14ers’—peaks rising above 14,000 feet—as Colorado. Each year, hundreds of thousands make the pilgrimage to the top of these natural cathedrals. The journey to the summit is not simply a bucket-list endeavor; it’s a rite of passage for locals and visitors alike. To live in Colorado and never gaze upon the world from the mountaintops is to never have lived at all.
As with all great pursuits, the climb to the top can be physically and mentally demanding. 14ers are ranked by their difficulty, with Class 5 being the most challenging of all. Like the Black Diamond ski run, the Class 5 journey is not for novices. Treacherous terrain, thin air and tiring limbs await those bold enough to traverse it. To conquer a Class 5 requires focus, discipline and unrelenting determination. But as Coloradans, we live for that challenge. Though we may not be able to move mountains, our spirit can see us master them.
The Colorado Rapids secondary kit has always been a celebration of the state we call home. From the state flag, to the Black Diamond, each previous jersey has represented our pride of Colorado. The Class 5 Kit continues this tradition, an ode to our distinct mountain culture, as well as our roots as a club. It represents the innate drive within each of us to keep climbing toward our goals, whether it’s reaching the top of a 14er or the top of the league. Like the mountains that inspired it, the Class 5 jersey reminds us to dare to reach new heights in every aspect of our lives.
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