With the US Men’s National Team missing the 2018 World Cup bid, Nike Soccer foresaw an opportunity to refresh their understanding of the US soccer consumer. With an aim to connect with their 12-18 yo target consumer in a compelling way, they were after a deep dive into the Generation Z mindset.

Drawing on decades of work in youth culture, we knew that capturing this generation’s perspective would require getting to know them in their spaces, on their terms. A huge thanks the Come Up Soccer Players nationwide, their coaches, families and communities - If only we all pursued what we care about with such tenacity, joy and hope...

Credits - Thanks to our amazing client team, Laura Felthaus, Jax Levant, Brett Meyer and Molly O’Connell. Toby Grubb cast creative vision and developed a new gear for quickturn projects. Kevin Evans wrangled edits and retouching. Jodi Glover Thiel crafted all research, logged 7,773 miles and managed production. Mixtape sound design by Forest Pond of NeverHome Music. Consumer Video editing by Austin Will and sound by Chip Sloan of DigiOne PDX. A special thanks to our content collaborators in the field - Matthew Brush & Lee Peterkin (LA), Alberto Rabelo & Salvador Vega (Dallas), Nolis Anderson & Mitch Nassar (Chicago), and Barron Hanson, Sharkey Weinberg & Kristzian Eder of Convicts NYC.

Drawing on decades of work in youth culture, we knew that capturing this generation’s perspective would require getting to know them in their spaces, on their terms. National data informed our question-set yet allowed each athlete’s unique perspective, experience, and regional culture cues to emerge.

From these unique insights, we recast the consumer persona and outlined a strong point of view for her. Known internally as a CUSP (Come Up Soccer Player), we tailored a refreshed, unapologetic tone to rally a nation of young people behind the beautiful game. All supported by a gritty visual style and an inclusive message of optimism, tenacity, and resilience – inherent in all US soccer athletes.

There is a musicality to the sport and we discovered that music is in the DNA of US Soccer. Try to define it, name it, or claim it, but the US style of play can only be defined by the Mixtape that is our home. We are punkrock cut with a Brazilian samba, mixed down with German EDM.

Amateur leagues, pick-up games and professional matches are a melting pot of attitudes, playmakers and game changers. We created a highlight video of the variety of styles the current US athletes’ possess on the pitch and with a custom Spotify playlist, it was a memorable add to the project.