National Lacrosse League Announces UnBOXed Grassroots Initiative

The National Lacrosse League announced the launch of its NLL UnBOXed initiative today – a new school-centric curriculum and equipment endowment platform that aims to introduce the NLL’s fun, sixes-style game play to a new generation of fans.

“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.” 

NLL UnBOXed is a tangible example of the league’s commitment to growing participation in the sport. Last week, the NLL was one of leading lacrosse entities that pledged to work together under the Elevate28 umbrella to double lacrosse participation in the U.S. by the end of the decade.

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, Montréal, Ottawa, Salt Lake City, Seattle, St. Louis, and the Tampa Bay area. The league will roll out brand identities for each of the nine new geographic areas to help drive awareness and has plans to expand to 60 markets by the LA28 Olympics.

The next phase of the initiative begins in 2024 with the start of “NLL UnBOXed At School™,” 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. 

Built specifically for elementary and middle schools, NLL UnBOXed At School also includes a lacrosse equipment endowment program as the NLL and its partners will provide an assortment of sticks, balls, and goals to participating schools’ physical education departments. 

Read the full press release here.