November 14, 2018

Colorado Springs, CO– The Federation of International Lacrosse (FIL) announced today that Adrenalin, Inc., a full-service creative agency with more than two decades of experience developing brand identity systems for some of the most recognizable teams, leagues and governing bodies in sport, has been selected to undertake a comprehensive rebranding initiative that will support the continued growth of lacrosse globally by celebrating the unique attributes, values and history of the rapidly-growing sport.

Adrenalin will deliver a full range of services, from strategic positioning through final execution of FIL’s brand look and message. Adrenalin will coordinate a multi-tier brand evaluation with stakeholders in order to develop a brand platform that aligns with the Vision and Mission of the FIL, while reaffirming the commitment the organization has made to furthering the growth of lacrosse globally and placing service to athletes and sport at its core.

“Adrenalin has a long history of developing sport properties through brand architecture and design, and their expertise will enable the FIL to introduce a new brand platform from which we can share the remarkable stories and values of our sport, while supporting the continued growth of lacrosse worldwide,” said Jim Scherr, FIL CEO.

“Lacrosse is the one of the world’s fastest-growing sports and competes against a variety of sports and activities around the globe. We are honored to support the FIL in creating a refreshed brand identity that will generate continued growth in awareness, participation and support for this rapidly-growing sport,” said Dan Price, Principal/President, Adrenalin, Inc.

In the next few weeks, Adrenalin will conduct a series of interviews, online surveys, and collaborative workshops with stakeholders to understand the growing global sport of lacrosse, its foundation and the unique and compelling role that the Federation can leverage. The knowledge gained during this structured process will guide the development of an identity that will convey the core power and essence of the FIL brand to a global audience.

In early 2019, the detailed results will assist the agency in the comprehensive design of new brand standards and imaging for FIL, prior to the two major FIL events in the summer of 2019.