Client Showcase

Services – Brand, Content, Digital, Experience

The Players Alliance

Players Alliance

In 2020, Coleture crafted a viral video on behalf of the Black MLB player community to draw attention to the continued fight for racial equality. It gained tens of millions of impressions, sparking a conversation that captured the attention of the masses. Riding this wave, Coleture and a small, tenacious group of Black players had the vision to bring a bold idea to life: the creation and launch of a first-of-its-kind organization within baseball: the Players Alliance. Now, the organization is over 150 MLB players strong, with every facet conceived and built by the team at Coleture—from the brand, to the story, marketing assets, programs, partnerships and fundraising, including securing a $150 Million ten-year commitment from Major League Baseball. 

Creating experiences that build a stronger, better game for all to play and enjoy is our secret sauce – it’s what keeps us in the starting lineup for so many companies.


Introducing the Players Alliance to the game, on and off the field.

From logo creation to brand fonts, Coleture developed all aspects of the brand’s visual identity, complete with fresh colors, iconography, typography, motion graphics, and tone and voice, all wrapped into a single, comprehensive brand guidebook.


Coleture hit the ground running with a strategic plan to tell the Players Alliance story in a way that would drive impact and awareness across the sport, from the field to the front office and every layer in between.


With a new brand, identity, and foundation for growth, the Players Alliance was set to align with like-minded brands to help amplify the brands voice and mission. Coleture went straight to the top of our sport and worked directly with MLB owners, leaders and corporate partners to develop long-term partnerships. In eighteen months, our team secured more than $150 Million grant from Major League Baseball as part of a ten-year commitment and facilitated partnerships with Chevrolet, Microsoft, Nike, and Rawlings, to name a few.

“Powered by us, the players, and built by the amazing team at Coleture. The Players Alliance would not be where it is today without this incredible team.”

– Cameron Maybin, Founder of the Players Alliance

Campaigns and Programs

Coleture has produced some show-stopping, buzz generating events and activations for the Players Alliance, including: two nationwide tours that introduced the game to thousands of kids in underserved communities, youth camps to teach the fundamentals of the game, the development of a panel series connecting and inspiring communities, and big-league activations at MLB All-Star Week.

Digital Media

Leveraging digital platforms to further the Players Alliance messaging, Coleture curated all of the brands social channels, oversaw fan engagement and social strategy while developing content and graphic creation. In addition to social management, Coleture created the non-profits website from the ground up.