The U.S. Soccer governing body has launched its new branding including a new crest logo via an interactive virtual reality experience.

In taking somewhat of an unorthodox approach in launching its new branding, U.S. Soccer sent a kit with Google Cardboard inside as well as a new scarf to various members of the media, 8,000 registered fans and over 2,000 development players and coaches.

As well as containing the Google Cardboard with which the user could use to watch the video, the kit contained instructions for the recipients in how to watch the video. At the end of the video, the new branding was revealed and a code to unlock the rest of the package appeared.

We received this lil' package to help us announce our new partnership with @USSoccer. Gear coming soon!https://t.co/i80ionXPnV

— HOMAGE (@HOMAGE) February 29, 2016

Looking into the future with the new crest… I like. #usmnt #onenationoneteam pic.twitter.com/oXYJp6Qyz3

— Brad Evans (@brad_evans3) March 1, 2016

The re-branding campaign sees the U.S. National Soccer Team’s former logo replaced with a more updated and modern version of the original crest developed in 1913. Working with Nike, their official apparel partner since 1995, to develop the crest, U.S. Soccer seems to be attempting to take advantage of the increasing popularity of the sport in the States, especially with the arrival of new MLS teams as well as a wealth of former European footballing greats.

And what a way to unveil a new logo and usher in a new era than with an experience that is very much a new and still-emerging technology?

For those that weren’t lucky enough to receive the package from U.S. Soccer, they can watch the 360-degree video shot by StriVr with footage from men and women’s national team matches. By scrolling up, down, left or right in the video, fans can immerse themselves into a game-like atmosphere.