Nike Soccer: TOMA El Juego

From Strategy to Street.  When a Campaign Became a Movement.

Nike Soccer needed to reignite its presence in Los Angeles not through ads, but by embedding itself in the city’s true soccer culture. The goal: create an authentic, lasting movement that celebrated LA’s rhythm, creativity, and community while shaping Nike’s soccer identity ahead of the 2026 World Cup.

As Nike’s Sport Authenticator Agency, ACF co-created TOMA El Juego, a rallying cry for players to reclaim the game through creativity and expression. Working alongside Nike Soccer, ACF built the strategic foundation, storytelling, and experience architecture that turned a city campaign into a cultural force.

Rooted in deep strategy, ACF helped Nike craft its Los Angeles Strategic Plan, defining how the brand could show up authentically and connect with a new generation of players. TOMA El Juego became more than a campaign, it was a cultural enabler carrying Nike Soccer toward 2026, blending youth, community, and global football culture through the unique energy of LA.

On the ground, ACF brought TOMA to life with live events that turned streets into stages, from neighborhood tournaments to the high-energy TOMA LA Finals, a fusion of street soccer, fashion, and music featuring Travis Scott, Vinícius Jr., and Young Miko. What started as a local activation became a citywide celebration, a new model for how Nike connects with youth culture through sport.

TOMA LA reestablished Nike Soccer as the heartbeat of Los Angeles, where sport, style, and community converge. It set the blueprint for Nike’s global soccer storytelling leading into the 2026 World Cup.

At ACF, we don’t just activate sport. We authenticate it. TOMA LA proved that when strategy, creativity, and community align, a campaign becomes a movement that changes the game.