The Midnight Club Appoints Austin Lacter in New York Expansion
The Midnight Club, a London-based creative company known for its work in sports and lifestyle culture, has officially expanded to North America with the opening of a new studio in Brooklyn, New York, headed by Austin Lacter.
Austin Lacter has proven experience, working at MLB where he looked after creative content, strategy, social and influencer marketing for the league, at Meta, creating a social content strategy for CEO Mark Zuckerberg and Adidas, where he spent seven years at the Global HQ in sports marketing.
Led by Lacter, the New York office aims to continue The Midnight Club’s commitment to pushing creative boundaries and helping brands tell their stories with impact across social, out-of-home, and digital campaigns with global sportswear, lifestyle and fashion brands.
The team has delivered world-class work across creative, strategy, design, social media, creator marketing and physical activations and have featured talent like Leo Messi, Anthony Edwards, Central Cee, Jude Bellingham and GloRilla.
Founder and CEO Ben Moutrie calls the move 'an irresistible next step' in advancing The Midnight Club’s reputation as a global partner for the most ambitious and adventurous brands.
Marking this expansion, The Midnight Club NYC has launched one of its first campaigns with adidas Basketball tohonour the legendary career of Derrick Rose.
Source: The Midnight Club
The Midnight Club’s vision for North America
Located in Brooklyn, the New York office will serve as a hub for localised expertise while maintaining a global perspective. Austin Lacter, who brings extensive experience from adidas, Meta, and Major League Baseball, will oversee creative output and spearhead major initiatives such as recruiting top talent and crafting impactful campaigns tailored to the US market.
Managing director of The Midnight Club NY, Austin Lacter adds, “In the years prior to connecting with Ben and the team to discuss joining The Midnight Club, I’d admired the team’s work with brands like adidas and Tommy Hilfiger, and the way they connected to culture. It’s an exciting time for sports in the US and North America more broadly, with major moments like the 2026 World Cup and the 2028 Olympics on the horizon. The opportunity to bring our distinct creative and storytelling approach to the market and help brands show up with audiences in culturally relevant ways is really energising.”
The Midnight Club’s US expansion builds on its impressive portfolio of global clients, including adidas, Dr Martens, Disney, Sky, Tommy Hilfiger, and many elite football clubs like Arsenal, Bayern Munich, Juventus, Manchester United and Real Madrid. In New York, the team will continue delivering campaigns that push the boundaries of creativity and cultural relevance.
Source: The Midnight Club
What’s next for The Midnight Club?
CEO and founder Ben Moutrie reflects, “When we first met Austin, it was obvious he was the best person to help us bring Midnight Club to North America and lead a brilliant new venture with us.”
“This expansion hugely energises the business and speaks to the scale of our collective ambition - we've always felt our product and brand to be really compatible with the US market. We’re thrilled to see there’s already a great appetite for the offering we're building in Brooklyn, from both new and existing partners”.
The Midnight Club is poised to bring its bold creativity to the forefront of the American sports and cultural landscape, setting the stage for impactful collaborations and unforgettable campaigns.
