San Diego Legion

The Project

San Diego Legion™ approached the Paradeigm squad to help launch a new Major League Rugby franchise in San Diego. When we first chatted with the team at SD Legion, they didn't have a team of players, there wasn't a website, there weren't any social channels or a PR/communications plan in place. With less than three months before the season kickoff, they needed a full marketing team to get them up and running. Luckily, Paradeigm LOVES a challenge, so we assembled the dream team, plans and strategies to help launch this amazing team and sport in America's Finest City.

A website to show off the sport & team.

With every new brand you're going to need a website that is custom tailored to what you're trying to convey. With San Diego Legion we needed to educate the consumers of this new sport called Rugby! We needed to show them the sport of Rugby through photography, films & sounds of the game. We needed to show them the excited that was building with this new sport in the United States.

PR & Media Relations are a 'big deal' for sports.

With any new brand concept or product launch, you need talented communications professionals to boost public awareness. In this case, the perfect person to help create & amplify the story of San Diego Legion & Major League Rugby was our very own Nickie Peña. Having worked with local media like Fox Sports, PACIFIC Magazine, San Diego Union-Tribune and San Diego Magazine as well as national media such as USA Today, our PR team was up for the challenge of educating our friends various media outlets about this new major league sport called rugby. In a span of five months, during the inaugural season of Major League Rugby, the coverage our team secured reached nearly 20 million people and had a publicity value of more than $800K. Looking back at this massive project, we're proud to have made fans out of the sports writers, other media and ultimately helped share the story of American Rugby with San Diego & beyond.


When it comes to making people look good, well, that's all thanks to Monica & Oveth. For each player, coach and SD Legion front office executive, we shot headshots as well as merchandise items for the team's Shopify. To get the job done, our team headed over the EXOS / SKILZ studio and shot some amazing photographs. Check out a 'behind the scenes' look & final product below!


Thanks to our multi-talented team, we are able to shoot photos for the online platform AND build San Diego Legion an online platform on Shopify as well! We wanted the look & feel of this final project to be as clean, modern and easy-to-use for people making purchases online.


San Diego Legion is a brand like that required work from our full team. Images for postgame recaps to media, headshots for game announcers/commentators to reference, video b-roll for TV segments, 30-second ad spots for national TV...and the list goes on!

Final San Diego Legion Spot

A short thank you to San Diego for their support and help making sports history.

San Diego Legion Clinches the Playoff (Storytelling)

A recap showing how San Diego Legion clinched a spot in the MLR Playoffs. This captures the action & high intensity of the sport.


While we were sad to see San Diego Legion eliminated in the MLR Playoffs, we were thrilled to have worked with the Major League Rugby front office and help throw an epic bash that celebrated the inaugrual season. Nickie developed a solid process for vetting media credientials, connected CBS Sports Network anchors with players/coaches for halftime & postgame interviews and worked with the different teams to make an overall amazing production. Plus, check out this sexy photo that was captured by our photographer Oveth. This amazing shot illustrates the postgame & trophy presentation ceremony, where the Seattle Seawolves were named the first-ever MLR Champions!