Goal: align branding for adidas soccer with their global soccer audience through a new iteration: spotlighting a select group of American soccer fans and former non-professional players by going backstage to celebrate their story and influence they’ve had in catapulting the growth in American soccer.

Audience Engagement: Shifting the narrative away from the superstars like Messi, this campaign captures a timepiece story which relates to the every day soccer fan ; the player who never went pro, the family-man fan, the ordinary person with the every day common responsibilities and obligations who still makes time to immerse in the beautiful game. For every Pulisic, Morgan, Dempsey, Lloyd, Donovan, Hamm, Howard, Lalas…there are countless of soccer enthusiasts and influencers behind the scenes who have collectively impacted and elevated the game’s stature, and they too deserve the spotlight.

Call To Action: Join us in celebrating the under-celebrated soccer enthusiasts by localizing the American “soccer tribes” as a continuous effort to continue growing and influencing soccer by creating their own challenges ie. #crossbarchallenge

With the FIFA 2026 World Cup coming back to America, there is no better time than now for the American soccer tribes to inspire fans all around the world.