Designing the Future of Football: Inside the Mind of Malcolm, Chief Creative Officer at Athletics
In the world of football business, the dynamics of identity, community, and design matter more than ever. In a recent episode of the Business of Football podcast, Max sat down with Malcolm, Chief Creative Officer at Athletics, whose career journey stretches from Scotland’s fishing towns to London’s art world, and into the heart of the US sports industry. Malcolm shared candid insights into his philosophy on creativity, the evolution of football’s brand in North America, and the enduring importance of community-driven design.
From Scotland to Brooklyn: A Creative Journey
Malcolm’s story begins in a small town in northeast Scotland. Despite now calling Brooklyn home, his accent, humor and passion for football remain distinctly Scottish.
"I went over [to the US] with 200 bucks in a bag. I got out there and just hustled," Malcolm recalled, highlighting the value of courage and the willingness to embrace the unknown, advice he believes is still crucial for young designers and creatives today.
Malcolm’s immersion in London’s music industry designing record sleeves paved his early professional path, but snowboarding and a taste for adventure led him westward. As Creative Director for Burton Snowboards, he found himself "hanging out of a helicopter at 14,000 ft doing graphic design," blending artistry with adrenaline.
Football as Culture: Identity Beyond the Game
Growing up in Scotland, football was more than just a sport; it was community, identity, and a family ritual. Malcolm explained: "For me, it’s always represented community and identity... it was more than just a sport. It was culture."
A pivotal moment in his childhood was receiving the iconic bright yellow Liverpool away kit of 1977, a gift that would spark a lifelong passion for football and its associated culture. That convergence of design, music, and club identity would later influence his professional philosophy, especially when working on brand identities for major football organizations.
The MLS Evolution: Branding a Growing League
Malcolm played a central role in some of Major League Soccer’s key brand projects, including the 2015 MLS rebrand and major collaborations with teams like Seattle Sounders and Nashville SC. Reflecting on the growth of the league, Malcolm stressed how "strong branding has really helped legitimize the league and attract new audiences," with recent franchise valuations reaching $721 million and attendance averaging above 23,000 in 2025.
A significant ingredient, he believes, is authenticity engaging local communities and ensuring that supporters’ voices are baked into the brand. "Fans are the heartbeat of any football club," Malcolm emphasized. "Their voice really legitimizes the brand. The last thing we want to do is come out and be like, ‘Here’s your crest’ without speaking to anyone. There’s just a lack of authenticity."
Community-Driven Design: More Than a Logo
Malcolm’s approach with Athletics is clear: great design begins with a deep understanding of a club’s core truth and an authentic collaboration with its community. His work with Seattle Sounders included interviewing players, alumni, and fans to ensure the club’s new visual identity captured local stories and traditions from the significance of carnations to legendary mascots.
"The design is almost the easiest and quickest part," he noted, "once you formulate all those ideas and distill it into a creative brief informed by fans, the output equals all these great narratives, stories, insights and subtleties."
Addressing Accessibility: MLS GO and the Future
The conversation also touched on the challenge of accessibility in US soccer, historically seen as a pay-to-play sport. Athletics’ work with MLS GO, a recreational youth league aimed to break down these barriers by creating an inclusive, playful identity. "It was really about empowering kids to feel part of something bigger," said Malcolm. The use of mascots, partnerships with organizations like YMCA, and city-specific branding has helped spread the joy of football at grassroots level.
Community engagement, he stressed, is "non-negotiable. It’s what turns a brand into a movement."
The Global Stage: World Cup 2026 and Local Identity
With the US gearing up to co-host the 2026 World Cup, Malcolm highlighted the need for clubs, sponsors, and cities to "celebrate that local identity on a global stage." He advocates for authentic storytelling that resonates beyond generic spectacles, giving lasting legacy to the host communities.
"A great design connects place, culture, and emotion that’s what creates lasting legacy long after the World Cup is gone," he argued, emphasizing the potential for clubs and brands to craft meaningful experiences that unite fans around their unique stories.
The Role of AI: Data with a Human Touch
Malcolm provided a nuanced take on artificial intelligence in fan engagement: "AI is going to provide real-time insights, but it’s about balancing data with humanity… It should deepen that connection, but not replace it." He values regional accents, happy accidents, and the unpredictable flow of the game,reminding clubs to use technology as a means for personalization, not substitution.
Football’s Global Expansion: Opportunities and Controversies
Asked about the trend of leagues like La Liga staging games overseas, Malcolm saw both opportunities for global community-building and challenges for loyal local fans. "If I was a season ticket holder and my team’s not shown up… that’s a tough pill to swallow. Clubs need to expand, but you can’t be all things to all people otherwise you lose that edge."
Creative Leadership: The Athletics Process
On leading creative at Athletics, Malcolm described a rigorous but rewarding process: diving deep into each brand’s purpose, engaging in collaborative prototyping, and ensuring the final product is ready for real-world impact not just an idea left on a shelf. "Brands don’t sit in isolation anymore... it’s about designing the entire ecosystem around them," he explained.
Local Loyalties and Footballing Heroes
The episode closed with a return to Malcolm’s roots: his passion for Liverpool, childhood memories of watching Celtic with family, and an enduring reverence for football’s working-class DNA. "There’s alignment between Celtic and Liverpool—both born out of shipyards and real working-class DNA," he reflected, drawing a line from personal heritage to professional ethos.
Conclusion
Malcolm’s story is a testament to the power of creative risk-taking, authentic community engagement, and the vital role that design and branding play in modern football. As US soccer gains momentum ahead of the 2026 World Cup, it’s clear that clubs and organizations can learn much from leaders like Malcolm and his team at Athletics—those who see the game not just as a business but as a tapestry of culture, community, and identity.
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