National Lacrosse League unveils NLL UnBOXed youth-focused grassroots initiative across North America
Nov 6, 2023Philadelphia, PA – The National Lacrosse League (NLL) today announced the launch of NLL UnBOXedTM, the League’s new continent-wide grassroots campaign designed to bring the NLL’s fast-paced lacrosse game to more young boys and girls in more communities across North America.
The NLL will expand its multi-national activation footprint to include approximately 60 North American communities by the 2028 Summer Olympics in Los Angeles when sixes lacrosse, similar to the NLL’s 6-on-6 box lacrosse game play style, returns as a medal sport for the first time since 1908.
“NLL UnBOXed is an innovative approach to introducing and fostering the love of box lacrosse’s unique style of play among young boys and girls across North America,” said Kurt Hunzeker, NLL Executive Vice President, Commercial Operations. “With NLL-style sixes lacrosse coming to the LA28 Summer Olympics, it is imperative that the League leads by example and establishes NLL UnBOXed to create meaningful connections with more communities from coast to coast.”
Nine new “NLL UnBOXed Lacrosse Communities” will join the 15 existing NLL teams for the 2024 launch of the multi-tiered campaign: Baltimore, Charlotte, Minneapolis-St. Paul, MontreĢal, Ottawa, Salt Lake City, Seattle, St. Louis, and the Tampa Bay area.
The NLL will practice innovation and unique activation when engaging these non- franchise markets and grassroots participants, by creating community-relevant “team names” and brand identities to illustrate the League’s commitment to growing box lacrosse across Canada and the United States.
The next phase of the initiative begins in 2024 with the start of “NLL UnBOXed At SchoolTM,” a physical education-centric lacrosse curriculum created by NLL Hall of Fame inductee Casey Powell and based on the successful SPEED Lacrosse® platform Powell developed after he retired from the NLL.
All elementary and middle school administrators, athletic directors, and/or physical education teachers can request to become an inaugural participating school by registering at NLL.com/UnBOXed.