New York Life has unveiled a sweeping brand initiative called "The Assist," a campaign that puts the unsung figures behind three of the United States’ most recognizable soccer players at the center of its narrative.
The effort shines a light on the coaches, mentors and family members who have guided Tyler Adams, Tim Ream and Matt Turner, weaving their journeys into a larger story about perseverance and community.
Investing in the Next Generation
Alongside the storytelling, the company announced a $15 million commitment over three years to its Coaching the Future program, a nationwide effort to expand access to youth sports and mentorship.
Lisa Thomsen, head of acquisition at New York Life, says the partnership is rooted in the belief that authentic narratives resonate far beyond the field, especially with younger families who see themselves reflected in the sport’s broader ecosystem.
From the Pitch to the Community
The campaign will roll out a series of community events across the country, leveraging social‑media platforms to amplify moments of triumph and everyday support that define the players’ off‑field lives.
By aligning its brand with the values of teamwork and dedication, New York Life aims not only to boost awareness but also to foster a deeper connection with audiences who view sports as a metaphor for life’s collaborative challenges.