Daniel Cherry III and Theresa Tran share the thinking behind the relaunch of the New York Cosmos soccer club at PSFK CONFERENCE NYC 2011.

Daniel Cherry III and Theresa Tran share the thinking behind the relaunch of the New York Cosmos soccer club at PSFK CONFERENCE NYC 2011. Envisioning the team as “the world’s coolest club” the two speakers noted how the brand must reflect New York’s “dream big and make it happen” message. With pearls of wisdom from Pelé, the club is equipping itself to trump its opponents with a genuine approach brimming with personality and executions that reflect the inhabitants of a diverse city, by premiering New York’s own World Cup.

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