INDUSTRY
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Toma LA Finals

Video Description: Nike Toma logo over soccer players circled with a ball in the center. players cheer as one player races to the ball

Nike

Toma LA Finals

Challenge

How do we culminate Tome LA and bring the city together to celebrate the best ballers at the finals?

Solution

Change the game forever. Bring the best of LA soccer x culture together under the iconic skyline of downtown, Los Angeles with the athlete at the center.

Featuring eight neighborhood communities competing through a 4-aside tournament with a 1 v 1 twist. Paisa Boys and Badfriend jerseys styled with unique looks of soccer for every local baller. A Night Market featuring local brands that are pushing the culture of the game forward through design, fashion and making. Iconic artists that are changing the face of music culture. Game-changing Nike athletes that take the game and make it their own. US National Team scouts that create new paths forward for local ballers. Local creators, photographers, filmers and other content-makers to provide a myriad of perspectives into the storytelling.

In the end, the MVPs of Toma LA were signed as Nike athletes with a brand deal. Welcomed into the family by Travis Scott.

An illuminated outdoor boxing ring and surrounding buildings at night with a city skyline in the background.
A nighttime aerial view of an illuminated outdoor sports court with a Nike logo at the center, surrounded by empty bleachers and event lighting.
A night view of a neon green container structure with "TOMA" branding, set in front of a city skyline, and "TAKE THE GAME" projected onto the ground.
Two stacked neon green shipping containers with Nike logos are positioned outdoors at night, with city buildings in the background and a mural between them.
Pattern of neon yellow sports-related logos and text, including "TOMA," "El Juego," "FINALS," a bear face, and "Nike," on a black background.
Collage of basketball event photos with players, crowds, and the phrase "TOMA EL JUEGO TAKE THE GAME LA FINALS" in large neon text across the center. Nike logo is prominent.
Two men stand behind a large illuminated sign that reads "TOMA El Juego LA Finals" at an elevated venue, with one pointing into the crowd.
Travis Scott wearing sunglasses leans over a railing at an event, illuminated by green light. The railing features the word "TOMA" and other event branding.
A DJ wearing headphones performs at a crowded party, surrounded by people dancing and enjoying the music.
A DJ wearing headphones plays music at a crowded party, with people cheering and raising their hands around the DJ booth.
A man wearing a blue sports jersey and holding a microphone smiles broadly while standing in front of an audience.
A person in a blue sports jersey with the number 90 holds a microphone and smiles, wearing layered silver necklaces under stage lighting.
Two men gesture energetically towards each other on a lit stage, surrounded by a crowd and security guard, with a nighttime setting in the background.
Three people stand together at night wearing colorful, graphic shirts, illuminated by green lighting, with a cityscape blurred in the background.
A man with braids and sunglasses holds a microphone, speaking to another person in a graphic shirt with "15" and "BAD BEAR" on the back, in a lively indoor setting.
A performer with a microphone stands between two young athletes wearing sports uniforms during an indoor event.
A person with braids and sunglasses, wearing a green shirt, stands outdoors at night near a glass railing with blurred city lights in the background.
A person with long dark hair and a colorful shirt with yellow stars looks at the camera in a dimly lit setting; blurred figures and lights appear in the background.
Two men greet each other with a handshake at a nighttime event, both smiling; one wears dark sunglasses and a green patterned shirt, the other wears a blue shirt.
A man wearing sunglasses and a black and green shirt holds a microphone and a jacket while standing next to stage equipment.
A man with braided hair wearing a green sports jersey stands under colorful lights, facing away from the camera at a nighttime event.
A soccer player in a blue jersey holds a ball and laughs while a woman in a patterned jacket stands beside him; people in the background take photos with their phones.
Two people stand on a balcony at night, smiling and looking down at a lively, brightly lit crowd below.
A man wearing sunglasses and a green tie-dye shirt holds a soccer ball in one hand and raises the other hand with a microphone, standing in front of a group of people.
A man wearing sunglasses holds a microphone and a green ball, flanked by two people in tie-dye shirts, at an indoor event.
Person in a dark green hoodie and sunglasses stands under moody lighting, facing sideways, with braided hair; another figure is partially visible in the foreground.
Two soccer players compete for the ball on an outdoor court while a crowd watches behind a fence at sunset. Other players are visible in the background.
A close-up of a black championship belt with gold and silver designs, featuring "Los Angeles," "TONA," "2023," and musical notes engraved on the front.
A woman with braided hair examines and arranges handcrafted jewelry pieces on a table in a workshop filled with tools and materials.
A person with long dark hair covers part of their face with their hand, which is adorned with several large decorative rings shaped like white crabs.
A woman in a dark shirt holds and examines a large, decorative championship belt against a dark green background.
A cutout of the word "tow" lies on a textured metal surface, with part of a hand and decorative elements visible in the bottom left corner.
Four people wearing white soccer jerseys with the numbers 10 and 11 visible stand with arms around each other at night, facing away from the camera under bright lights.
A group of women play soccer at night on a red court, with one player on the ground and others competing for the ball. A fence and traditional building are visible in the background.
A group of young men in matching black sports uniforms pose together outdoors, with smoke clouds rising in the background.
Video Description: Nike Toma Logo

Client

Nike

Year

2025