Explore RIOT’s groundbreaking work as a sports & fitness creative agency, blending emotion, culture, and innovation to redefine storytelling in sports and fitness. From LA Galaxy to SoulCycle, see how we craft unforgettable narratives.
In the world of sports and fitness, storytelling has become the heart of connection. It’s no longer just about the game or the workout—today, people want to know more about the athletes, the passion, and the purpose that drive them. At RIOT, we bring these stories to life, reshaping how athletes, teams, and fitness brands connect with their audiences through our work as a leading sports creative agency and fitness creative agency.
From the high-energy pulse of a SoulCycle class to the roar of the crowd at an LA Galaxy game at Dignity Health Sports Park stadium, every sports and fitness project we create captures the raw emotion and inspiring journeys that define the culture. Through dynamic visuals, authentic narratives, and innovative storytelling techniques, our creative agency crafts experiences that move beyond the moment, leaving a lasting impact.
AEG’s 2023 Highlights: LA Galaxy and LA Kings Triumphs
Our portfolio as a sports creative agency spans collaborations with some of the most iconic names in sports and fitness—from SoulCycle to LA Galaxy to the Washington Commanders. Each project blends the power of movement with the art of storytelling, showcasing our ability to elevate the human spirit and redefine what it means to tell a great story in the world of sports and fitness.
At the heart of fitness lies the human connection—the energy shared between instructor and rider, the music that moves the room, and the individual stories that inspire transformation. Through our collaboration with SoulCycle, we’ve brought this essence to life with a collection of visually stunning docufilms.
These films go beyond the workout, exploring the lives of SoulCycle’s most inspiring instructors. Each docufilm invites viewers into the personal journeys that shape the instructors' philosophies and make their classes unforgettable. From Trammell’s resilience after life-saving heart surgery to Souereya’s vibrant energy that transforms every ride into a sanctuary, these stories showcase the transformative power of fitness and community.
A vibrant collage from the SoulCycle docufilm series, representing the energy and creativity that define SoulCycle’s immersive fitness experience.
Every detail of these films, from the rhythmic pacing to the intimate settings, captures the intersection of movement, motivation, and individuality. Whether filmed in the bustling streets of Harlem or against the striking backdrop of New York City, each story reflects the unique personalities that define SoulCycle’s culture.
As a leading fitness creative agency, we aim to create work that resonates deeply, blending visual storytelling with the emotional beats that inspire connection. The SoulCycle docufilms are a testament to this vision, inviting viewers to experience the power of fitness through a cinematic lens.
Few teams in Major League Soccer embody the energy, tradition, and ambition of the LA Galaxy. As a cornerstone of American soccer, the Galaxy has transcended the pitch to become a cultural icon, blending athletic excellence with the electric vibrancy of Los Angeles. At RIOT, we’ve worked hand-in-hand with the Galaxy to shape their visual identity, crafting bold campaigns that speak to fans on a deeply emotional level while redefining how sports and culture collide.
Our creative partnership has brought their story to life across a variety of mediums, from cinematic teasers to community-focused campaigns. Each project celebrates the dynamic spirit of LA—an intersection of grit, glamour, and unity that defines the Galaxy and their fanbase. By blending the pulse of the game with the heartbeat of the city, we’ve helped the Galaxy become more than just a team—they’re a movement.
Our work with the LA Galaxy has explored every facet of their identity, from their storied history to their bold future. Each campaign is an invitation for fans to not just watch, but to feel—uniting the energy of soccer with the soul of Los Angeles. Some standout moments include:
2024 Season Opener Trailer: This electrifying film set the tone for the new season, capturing the energy, resilience, and passion of the team while immersing viewers in the electric atmosphere of Dignity Health Sports Park.
Afrojack and Alesso Teaser Films: By fusing music and sport, these cinematic pieces paired world-renowned DJs with the Galaxy, creating an audiovisual experience that resonated with global audiences and brought the energy of LA nightlife into the game.
Small Plan, Big Impact: A campaign focused on the Galaxy’s off-field legacy, showcasing their commitment to community impact in Los Angeles. This film brought human stories to the forefront, proving that the Galaxy’s influence extends far beyond the stadium.
At RIOT, we understand that sports storytelling isn’t just about the game—it’s about the moments in between. It’s the crowd erupting as a goal hits the net, the child in the stands seeing their hero in person for the first time, the pulse of the city on game day. Our creative work with the LA Galaxy channels these emotions into every frame, transforming raw energy into cinematic poetry.
Through bold visuals, innovative narratives, and a deep understanding of what drives fans, we’ve helped the LA Galaxy define their voice. Our partnership has cemented their place as not only a leader in Major League Soccer but also as a cultural beacon for Los Angeles and beyond.
As a sports creative agency, our goal is to bring this same level of passion and purpose to every project we take on, ensuring the stories we tell resonate far beyond the game itself.
Few moments in sports history carry the weight of a complete rebrand. When the Washington Commanders emerged from decades of tradition to embrace a new identity, it was about more than just a name change—it was complete transformation. It marked a moment to honor a legacy, reflect a culture, and build a future that every fan could picture themselves in. At the heart of this bold reinvention, RIOT stood as a creative partner, weaving the threads of past, present, and future into stories that would unite generations.
Unveiling the Washington Commanders' rebrand with star player Chase Young.
From their iconic burgundy and gold to the roar of fans echoing across decades, the Washington Commanders are a piece of American sports history. With a new name came the challenge of carrying their history forward while charting a fresh, more inclusive path. Our creative vision at RIOT transformed this pivotal moment into a cinematic and cultural movement, ensuring the Washington Commanders' rebrand resonated far beyond the field.
Each campaign we created became a chapter in the Washington Commanders’ rebranding journey, designed to inspire and educate a fanbase that had seen decades of highs and lows. These creative projects unveiled a new brand, redefining what it means to belong to this storied franchise.
The Official Rebrand Film: The cornerstone of the Commanders’ transformation. This film unveiled the new name, logo, and vision with a cinematic gravitas that honored the team’s past while igniting excitement for its future. It was a call to fans to join in a new era, and it delivered.
The Brand Evolution: This visual narrative explored the journey of the Commanders’ identity, from legacy to reinvention. It was a tribute to the fans, the players, and the city—a love letter to what had been and what could be.
Making the Mascot: Beyond tradition, this campaign brought joy and personality to the rebrand. Major Tuddy, the Commanders’ new mascot, wasn’t just a character—he was a bridge, connecting younger fans to the team’s evolving identity.
Scary Season: A playful and creative Halloween-inspired campaign that added a fresh energy to the Commanders’ calendar. It showcased the team’s evolving personality while engaging fans in a unique, lighthearted way.
New Season Trailer: A bold cinematic piece designed to kick off the season with energy and optimism. This trailer captured the pulse of the team and its fans, blending excitement with anticipation for the season ahead.
The Commanders’ rebrand was a moment of reckoning, a chance to connect with fans in a way that felt authentic, inclusive, and forward-looking. Our work brought that vision to life with bold visuals, heartfelt narratives, and a deep respect for the team’s heritage. From the unveiling of the new brand to campaigns that captured the optimism of the future, every frame we created was designed to inspire pride and belonging.
A Washington Commanders superfan surrounded by decades of team memorabilia, showcasing the deep connection between the team’s rebrand and its passionate fanbase.
This transformation was about respecting the people who had stood by the team for generations. Through storytelling, we helped turn this rebrand into a shared moment of triumph for fans, the franchise, and the city of Washington, D.C.
As a leading sports creative agency, RIOT is proud to have played a role in one of the most significant transformations in NFL history. Our work with the Washington Commanders is a testament to the power of creative storytelling to honor the past, capture the present, and inspire the future. This wasn’t just about redefining a team—it was about reimagining a legacy.
At RIOT, we believe that sports and fitness are more than just activities—they’re powerful stories waiting to be told. From our work exploring the data-driven revolution of Formula 1 with AWS to the creative concept of “Beckham’s Call” for the MLS 2024 season opener, our projects reflect a deep understanding of how sports transcend competition to shape culture.
We’ve celebrated the unbreakable will of athletes, like in our retrospective on Jon “Bones” Jones’ decade of dominance in the UFC, while diving into fitness innovations like SoulCycle’s high-intensity SoulActivate campaign. Whether we’re championing the legacy of icons like the Bones Brigade’s enduring influence on skate culture or spotlighting a team’s evolution like the Washington Commanders’ rebrand, our storytelling goes beyond the surface to capture the heartbeat of sports and fitness.
These projects, along with many others, showcase our ability to blend creativity, emotion, and innovation to tell stories that resonate deeply with fans, athletes, and brands alike. Whether reimagining the past or crafting bold new futures, RIOT continues to push the boundaries of what a sports creative agency can achieve.