Sun 23 Feb 2025
ADIDAS FUTBOL SOCIETY ATLANTA
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adidas x Black Arrow FC x Top Baller x COPA90
The Brief
adidas Fútbol Society, in collaboration with Black Arrow FC, Top Baller, and COPA90, set out to create a grassroots street football event that captured the raw energy and cultural richness of Atlanta. Timed with MLS Opening Weekend, the aim was to showcase the city's top 1v1 talent while celebrating the intersection of Black culture, community, and football. The event needed to be more than a tournament — it had to feel like a movement, co-signed by those who live and breathe the culture.
Black Arrow’s Role
Black Arrow FC served as both cultural co-creator and on-the-ground collaborator — helping shape the event’s identity and ensuring it felt rooted in the city’s creative and sporting DNA.
Cultural Curation: Shaped the storytelling, energy, and design of the event to reflect Atlanta’s Black culture, fútbol heritage, and style.
Talent Alignment: Helped identify key players, creators, and voices from the local scene — including community leaders, content talent, and top-tier ballers.
Event Production & Experience: Worked alongside adidas, Top Baller, and COPA90 to produce a 1v1 tournament that was raw, competitive, and community-driven.
Content & Storytelling: Developed in-event content and editorial POV, amplifying ATL’s vibrant soccer culture through authentic narratives and visuals.
The Experience
Hosted at Station Soccer, West End, the event brought together men’s and women’s 1v1 brackets (16+), music, food, giveaways, and an electric crowd — creating an unforgettable expression of Atlanta’s fútbol culture.
1v1 TournamentPlayers went head-to-head in fast-paced games showcasing skill, swagger, and street intelligence. Winners received $1,000 and adidas gear — including MLS kits and boots.
Community VibesLocal favorites like Portrait Coffee helped keep the space rooted in Atlanta, while DJs and creators kept the energy high throughout.
Audience EngagementOpen access for fans brought a wide range of ATL’s football-loving community together — from grassroots players to culture heads and creators.
The Outcome
- Over 500 attendees
- Two standout champions crowned
- Multiple viral content clips
- Strong social engagement across adidas, Black Arrow, COPA90, and Top Baller channels
- Full recap videos launched on adidas and partner platforms
This event proved how powerful football can be when it's curated through the lens of culture. By anchoring the adidas brand in local identity and partnering with voices like Black Arrow, the Fútbol Society series hit different — and Atlanta made sure the world saw it.
