Toma Brand

A soccer player prepares to take a penalty shot at night, viewed from behind the goalkeeper standing with legs apart on a green-lit surface.

A soccer player prepares to take a penalty shot at night, viewed from behind the goalkeeper standing with legs apart on a green-lit surface.

Nike

Toma

Challenge

Break boring soccer. How do we create the next revolution in the game?

Solution

Toma el Juego (Take The Game). The only youth-led platform that brings competition, culture, creativity and community together to bring the game to new places. We launched in Los Angeles through street soccer, igniting a movement at the intersection of Latin identity and futbol, transforming the game into a cultural force for a new generation.

A group of people stand in a large circle at night on a cracked concrete surface, illuminated by artificial lights, with a person in the center.

A group of people stand in a large circle at night on a cracked concrete surface, illuminated by artificial lights, with a person in the center.

Two people play soccer on an outdoor court at night, surrounded by a group of onlookers; city lights are visible in the background.

Two people play soccer on an outdoor court at night, surrounded by a group of onlookers; city lights are visible in the background.

A diverse group of young adults stands together at night in urban sportswear, with city skyscrapers lit up in the background.

A diverse group of young adults stands together at night in urban sportswear, with city skyscrapers lit up in the background.

A large group of young people wearing casual clothing stand close together, looking up at the camera with serious expressions.

A large group of young people wearing casual clothing stand close together, looking up at the camera with serious expressions.

Three young women stand side by side against a dark, mottled background, facing the camera with serious expressions. The central figure has crossed arms and wears a "Venice Beach" shirt.

Three young women stand side by side against a dark, mottled background, facing the camera with serious expressions. The central figure has crossed arms and wears a "Venice Beach" shirt.

Young man with short curly hair and a thin goatee wearing a white "Culture FC" Nike t-shirt, spiked chain necklaces, and a blue badge, standing in front of a textured wall.

Young man with short curly hair and a thin goatee wearing a white "Culture FC" Nike t-shirt, spiked chain necklaces, and a blue badge, standing in front of a textured wall.

Person standing with their back facing the camera, wearing a black and white tie-dye “Paisa Boys” soccer jersey with the number 10 and holding a soccer ball.

Person standing with their back facing the camera, wearing a black and white tie-dye “Paisa Boys” soccer jersey with the number 10 and holding a soccer ball.

A young man stands outdoors wearing a white t-shirt with green graphics and silver shorts, hands in pockets, looking at the camera. The background includes concrete pillars and a black fence.

A young man stands outdoors wearing a white t-shirt with green graphics and silver shorts, hands in pockets, looking at the camera. The background includes concrete pillars and a black fence.

Two women stand side by side wearing white Culture FC jerseys with logos and numbers, looking at the camera against a blue sky background.

Two women stand side by side wearing white Culture FC jerseys with logos and numbers, looking at the camera against a blue sky background.

A collage of posters and photos featuring diverse young people in sportswear, branded graphics, and text related to soccer culture and events.

A collage of posters and photos featuring diverse young people in sportswear, branded graphics, and text related to soccer culture and events.

Neon green and black poster for the Nike Soccer event "TOMA EL JUEGO TAKE THE GAME" LA Finals, happening July 26th at City Market, Los Angeles.

Neon green and black poster for the Nike Soccer event "TOMA EL JUEGO TAKE THE GAME" LA Finals, happening July 26th at City Market, Los Angeles.

Five Instagram posts from Nike promote a Los Angeles soccer event called TOMA, featuring neon green graphics of players and event details on black backgrounds.

Five Instagram posts from Nike promote a Los Angeles soccer event called TOMA, featuring neon green graphics of players and event details on black backgrounds.

Neon green graphic promoting the TOMA LA Finals soccer event, with two players in action, event details, and Nike branding.

Neon green graphic promoting the TOMA LA Finals soccer event, with two players in action, event details, and Nike branding.