The Beautiful Game Is About to Take Over North America

With the FIFA Club World Cup just days away, this isn’t just a warm-up for the biggest, boldest FIFA World Cup the world’s ever seen—it’s the ignition point. A long-awaited launch moment. For North American soccer fans, this is the runway. Years of buildup, buzz, and belief—all leading to this.

But this moment goes beyond what happens on the pitch. It marks a generational shift—not just for FIFA, but for the clubs, leagues, and players chasing more than trophies. They’re chasing relevance in a market fueled by noise, narratives, and nonstop competition for attention.

Let’s be clear: soccer is no longer a side note to American sports fans. It’s a language. A lifestyle. A cultural code—played out through tunnel fits, TikToks, terrace anthems, and collabs that speak louder than scoreboards. From Bad Bunny name-dropping Maradona to kits becoming streetwear staples, to Messi selling out NFL stadiums—football is everywhere. In your feed. In your playlist. On your block.

This isn’t the soccer you grew up watching. It’s louder. More connected. And everyone’s invited—whether you’ve got tickets, stream the highlights, or just show up for the asado. Soccer is everywhere.

Here are a few things I’m excited to see this summer:

Style: Where Soccer Meets Fashion
The soccer x fashion love affair is going into overdrive, and this summer, branded kits will be everywhere. The usual suspects—KITH, Balenciaga, Aime Leon Dore —have already dropped head-turning pieces (did you catch Messi in the full KITH x Adidas drop?!), but don’t be surprised if newer names crash the scene. Corteiz or the Paisaboys could easily light up the feed with something unexpected. One dream collab? Salehe Bembury. Just imagine his design language applied to the beautiful game.

Even without the wishlist, the drops are already landing. Nike’s T90 reboot mixes nostalgia with edge. Jack Harlow’s New Balance collab paid tribute to his high school soccer roots—effortless and personal. KidSuper and Puma Club World Cup kits brought pure energy: chaos, creativity, and culture.

These aren’t just collabs—they’re cultural moments.

Clubs: Global Crests, Local Roots
This summer, clubs aren’t just chasing silverware—they’re chasing connection. With the FIFA Club World Cup bringing the biggest teams to U.S. cities, expect a heavy focus on building local ties with fans, both new and lifelong.

Most supporters will never step into the Bernabéu or Parc des Princes—so this summer, clubs are bringing the culture here. Think immersive clubhouses, neighborhood pop-ups, and activations that close the gap between badge and fan. This isn’t just marketing—it’s about belonging.

Picture PSG pulling up to a pickup match with Venice Beach FC, or Real Madrid teaming up with José Andrés for a limited-run food collab in Miami. The savviest clubs know that being global means showing up local. Street-level respect is everything.

Experiences: The Game Is Everywhere
Soccer has left the stadium—and it’s crashing into culture in the most electric ways.

Nike brought the chaos (and nostalgia) with the return of the Secret Tournament at Coachella, complete with Travis Scott on the mic. It felt straight out of a 2002 dream. The kids were locked in. The energy was unreal.

Adidas and SoccerBible’s ON A PLATE series added even more heat—turning fashion into a lens for exploring off-pitch football culture. Atlanta’s edition stood out: bold, stylish, deeply rooted in community.

And don’t sleep on Cosm. Quietly becoming a cult favorite among soccer diehards, their next-gen, immersive match viewings are next-level. This summer, especially with Club World Cup on deck, here’s hoping they bring that “world-class” energy once again.

The message? The game’s not waiting for you in the usual places anymore.

Talent + Content: The Game Has New Voices
Soccer content is about to flood every screen—and it’s going to hit different.

Eva Longoria and the Welcome to Wrexham team are spotlighting the next generation of Liga MX talent with Bienvenidos a Necaxa. HBO is readying a USMNT series. And Tom Brady—yes, that Tom Brady—is producing a Birmingham City F.C. doc via Religion of Sports, headed to Amazon Prime.

Meanwhile, Alex Cooper is linking up with the NWSL, bringing her Unwell Hydration brand into the league for a season-long partnership. A bold (and unexpected) crossover that shows just how wide the doors are opening.

And the wildest part? We’re still a year away from the World Cup.

The countdown has only just begun. This summer marks the start of something huge.
A takeover like nothing North America—or the sport—has ever seen.

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