Toma El Juego

Football fans increasingly feel the game has become predictable, shaped by rigid systems, pre‑defined tactics, and algorithmic coaching. Creativity, improvisation, and street-born brilliance are disappearing, making the sport feel less exciting and less authentic. 

At the same time, Nike wasn’t doing enough to shift this reality. The brand had grown distant from everyday players, lacked grassroots presence across key cities, and was losing cultural relevance and category leadership, especially among Gen Z and Hispanic youth, the largest football population globally. 

We created Toma El Juego, a scalable, youth-led, free‑to‑play street football tournament designed to empower local communities to express their identity, reclaim creativity, and redefine the game on their own terms. The platform rebuilt Nike’s presence across all football levers,  the game, the culture, and the style, and expanded globally across North America, Latin America, and Asia.

Over eight months, the platform reached 10,000+ young players across 25+ cities, generated $150M+ in earned media, increased Gen Z brand affinity by more than 30%, and restored Nike’s credibility as the brand championing football’s creative spirit.