Ring City USA was built to bring boxing back the right way — stripped down, athlete-first, and built for modern audiences who can smell inauthenticity from a mile away. Created in collaboration with OffAbbott, our very own Ashley Audia led the strategy and social production from the ground up, including live event social broadcast — building a unified platform that functioned simultaneously as a sports broadcast package, a cultural brand, and a scalable media experience.

‍Cris Logan executed the design. Jeff Huggins oversaw creative production. Frank Samuel and Lauren Bayer directed and produced. Tom Hogan brought the moments to life through photography. And Blacksmith closed the loop with animation that made the brand move the way it was always meant to.

The result landed on NBC Sports in primetime, reaching millions of U.S. viewers and reintroducing weekly boxing to the network for the first time in years. One broadcast alone pulled 125,000 viewers — proof that when the product is authentic, the audience shows up.

‍