The national governing body of youth lacrosse seeks to communicate with its teenage membership using their own language and aesthetic.

US Lacrosse partnered with SME to better connect with its 300,000 members through a youth-based branding initiative called United We Lax, which was applied to a wide range of media including web, social media, print and out-of-home, a new newsletter, merchandising program and licensing initiatives. The campaign excited the teenage membership base around the sport, educating boys and girls as to the benefits of membership and connecting with them in ways that spoke to their age group, interests, and active, social lifestyles.