Take the Game Further
How eight neighborhood Toma tournaments in LA sparked a worldwide street-soccer movement and created a new way for youth ballers to get noticed.
Challenge
Our Toma platform with Nike had taken hold in Los Angeles, but one unforgettable summer does not make a movement. The challenge was to carry its grassroots energy into new communities without losing the local culture, creativity and freedom that made it matter in the first place.
Solution
We turned the LA pilot into a flexible platform for small-sided tournaments, expanding Toma across the United States and into Mexico before taking the game to Africa, Asia and South America. Every stop was built with its unique community, bringing soccer together with live music, fashion, brand collaborations and culture of each city and neighborhood. Local tournaments became stages where talented youth ballers could represent their cities, get noticed and push their careers forward, with standout winners earning a Nike contract. What began with eight neighborhoods and one citywide final became a global movement—and a proven alternative path for the next generation to take the game and make it their own.
