This campaign addresses the cultural disconnect between Black Americans and soccer by combining authentic storytelling with grassroots activation.
Art Direction 🔗 Creative Campaign 🔗 Creative Strategy 🔗 Spec Work
This campaign's visual identity balances bold energy with cultural authenticity to make soccer feel accessible and youthful. The color palette anchors from the FIFA 26 color palette pulling colors that feel the most authentic to our target. Every element works together to answer "Y'all going where?" with a confident "Right here."
The customization station removes the barrier between aspiring and belonging by letting participants design their own soccer ball on the spot. Each person selects a blank Nike ball from the wall, then moves to a digital design station where they can add their name, choose patterns from preset templates inspired by the campaign's visual identity. Within minutes, the design is printed directly onto their ball using on-site heat press, creating a one-of-a-kind piece they can take home immediately. This isn't just swag, it's proof of participation and a tangible reminder that soccer is theirs to claim, personalized exactly how they want it.
