Rawlings Baseball Leather: “Play-Ball” Campaign

Brand storytelling · Editorial copy · Sustainability narrative · SEO Optimization

Overview

Rawlings’ official baseball leather is mission-critical for the MLB® — and the hides that make it all happen come from Cargill’s dairy operations. In this feature story published August 29, 2024, I reframed a technical supply-chain narrative into a human, high-stakes piece: “When the umpire says ‘Play ball,’ our work is in every pitch.” The article drew in both consumer and industry audiences by marrying craftsmanship, circular bioeconomy, and brand pride.

The Creative Challenge

  • Transform a behind-the-scenes leather supply-chain story into a compelling brand narrative that resonates beyond the industry.

  • Make the technical specs of hides, tanneries, and supply logistics feel dynamic, relatable, and emotionally connected to America’s pastime.

  • Align the story with sustainability (circular bioeconomy) without losing tone, voice or brand authenticity.

The Idea

“Not just any hide will do.”

This line framed the story’s spine: elite leather for elite performance, and the hidden supply-chain backbone behind every pitch. It anchored copy through the narrative arc: from dairy cows in Pennsylvania → hides → tannery → baseball field.

My Role

  • Researched the supply-chain context and interviewed internal stakeholders.

  • Crafted the full story copy (opening, sub-heads, body, close) to align with brand tone and readability.

  • Structured the piece for web format: headline, sub-header, reading-time note, image breaks.

  • Ensured clarity of voice when transitioning between technical content and narrative storytelling.

  • Collaborated with design & editorial teams for images, layout and web publication.

  • Optimized for SEO around key themes (baseball leather, circular bioeconomy, Rawlings baseball).

Execution Across Channels

  • Web feature published on Cargill’s “Our Stories” section. 

  • Internal comms teaser: Short-form email copy referencing article, driving employees to feel pride in the business unit.

  • Social caption frameworks: Microcopy for LinkedIn & Twitter linking to the story.

  • Landing-page hero snippet: Headline and 30-word summary positioned for web navigation.

Read the feature story

Impact

  • Achieved high audience engagement for a B2B/B2C hybrid story.

  • Elevated the brand narrative of Rawlings & Cargill as not just suppliers, but partners in America’s pastime.

  • Strengthened alignment between sustainability messaging and consumer‐facing storytelling.

  • Created a reusable narrative asset for future internal/external uses.