Soccer wasn’t born in stadiums. It begins in the cities, with young talent playing for the simple love of the game. These kids needed a spotlight, a way to showcase their skills and get noticed. So, at the intersection of sport and culture, we created a movement to take soccer out of the stadium and into the street.
We launched Tango League. It’s an entire community and live tournament platform that brings cultural partners in music, art, and fashion together. adidas already had their Tango clothing line. The Tango League gives it a bigger purpose. We’re turning kids into the sports heroes by giving rise to adidas and the game’s popularity in urban environments across LA, NYC, and the nation. Sometimes the best way to promote a brand is to change the world.