The Houston Dynamo and Houston Dash are pledging to Hold it Down for H-Town, as the club revealed its 2020 tagline and hashtag today.
What it means:
“Hold It Down” originated on the streets of Houston and reflects the defiant pride and collective spirit that makes H-Town great. Because Houston isn’t just a city – it’s a community, and it’s our community.
It means being there for one another and for our city. It means standing tall when challenged and never backing down. It means not being afraid to break a sweat to get the job done. It means putting other people first and knowing that we achieve more together than we can on our own.
That same pride, tireless work ethic and team-first mentality is part of our DNA as a Club, and we owe it to the city that we call home. The people of H-Town hold it down for one another every day in ways big and small, and it’s up to us to hold it down for them every time we step on the pitch.
This represents the first unified campaign for both the Dynamo and the Dash, as the men’s and women’s teams have previously used team-specific hashtags and taglines.
“As we thought about what our club stands for and ultimately what it means to play for and support the Houston Dynamo and Dash, we wanted to put Houston at the forefront of everything we do and every decision that we make,” said Dynamo and Dash Chief Marketing Officer Katie Scallan. “Hold It Down is a nod to the culture that has helped shaped the city. It is much more than a tagline for us, it’s a reminder of our responsibility to be there for our community and represent Houston the right way.”
To kick off the new campaign, the Dynamo and Dash have collaborated with a pair of Houston artists – Anat Ronen and Jesus Martinez – to create a pair of murals featuring the Hold It Down tagline. Martinez’s mural will adorn the north wall of BBVA Stadium, while Ronen’s artwork will be prominently featured on a massive wall space across the street from Minute Maid Park at the corner of Texas St. and Hamilton St. Both artists will begin work on their pieces in the coming days.
The Hold It Down campaign concept originated from the Dynamo and Dash creative team and was developed in collaboration with Houston-based independent marketing agency 9thWonder. Founded in 2018 and with seven offices worldwide, 9thWonder brings together diverse thinkers and specialties to identify hidden opportunities, generate marketplace results and develop lasting advantages for its clients.
“Collaborating with an organization like the Houston Dynamo and Dash will allow 9thWonder to inspire commitment in our hometown and complement the innovative and diverse nature of the club,” said Jose Lozano, CEO of 9thWonder. “‘Hold It Down’ is much more than a tagline, representing the love of our city and the culture that is often reflected with our community.”
The Dynamo and Dash have been and will always be “Forever Orange,” but as the club enters a new decade and the Dynamo embark on their 15th season in H-Town, the new tagline represents an increased commitment to putting the city at the forefront of everything they do.
The Dynamo will kick off their 2020 season on Opening Day presented by BBVA Saturday, Feb. 29 against the LA Galaxy. The Dash will begin preseason camp in early March, with the 2020 NWSL season expected to begin in mid-April.