Upon the arrival of international superstar David Beckham, the LA Galaxy and Major League Soccer move to ready themselves for instant global relevance.

SME helped usher in the Beckham Era in Major League Soccer, re-branding the LA Galaxy to suit its new star power. Working in collaboration with AEG senior management and adidas, SME developed an iconic yet timeless emblem that embraced the world’s game and prepared the LA Galaxy and MLS for the single biggest moment in the history of soccer in North America.