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faith. family. football.

The Leonard Story, a content marketing campaign with heart. A collaboration between USA Football and the Chicago Bears, the focus of the campaign aimed to celebrate the incredible journey of two high school football coaches, Ken and Derek Leonard.

Building on the triumph of the "Power of Football" campaign, the Chicago Bears Community Outreach division turned to the USA Football marketing team to chronicle this unique tale of two dedicated coaches and cover the very first high school "crucial catch" game. Their story is a testament to the power of faith, the strength of family, and the enduring love of the game.

The campaign premise was to ignite social engagement and inspire the football community through captivating video and long-form blog content.

The results speak for themselves. With over 1 million brand impressions spanning across USA Football, local media, and the Chicago Bears, "The Leonard Story" has left an indelible mark, proving that in the world of football, heartwarming stories have the power to unite, inspire, and uplift. 

Apple desk top computer.

A story that goes beyond the Xs and Os.

The focus of this campaign was the 20-minute video feature on the Leonard family. Created to tease the campaign was a 2-minute trailer.

Image by Hiroyoshi Urushima

campaign Xs and Os.

Creative Director, Strategy and Project Lead, Execution, Copywriting


Media Created:

Video, Long Form Content


Promotional Channels:
Social Media, Email Marketing, Blog




Campaign Partners:
Chicago Bears and local Springfield, IL media


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Ken Leonard, the most winning coach in Illinois high school football.

content marketing support.

Ken Leonard shifts his weight slightly in a plastic orange chair, arms crossed over his chest.

“She would have hated this.”

The statement hangs in the air of the dim and still locker room. He flashes a slight smile, but his eyes hold most of his amusement.

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