As a new partner of Manchester United, our challenge was introducing Kohler Power to soccer fans around the world—and doing it in a way that was actually interesting. We needed to engage the fans, not talk at them.

We wanted to attract fan attention in a really fun way. So we imagined Manchester United players as superheroes—and presented KOHLER® engines and generators as the source of their power. To achieve an authentic superhero look we needed more than a standard illustrator, so we commissioned Marvel/DC Comics artist Franceso Mattina. And he elevated our idea into works of art.

The campaign has run in tradeshows, print magazines and social media to high praise. Manchester United’s Instagram post of our campaign images received 325K likes and 1,300+ comments from fans worldwide.