Thu 28 Jun 2018
ATLANTA UNITED
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Black Arrow Amplifies Black Soccer Culture in ATL
Overview
In 2018, we partnered with Atlanta United to spotlight how Atlanta’s Black community fuels the club’s explosive rise and shapes a new era of American soccer culture. Our mission was to show how local Black fans, tastemakers, and creatives bring their own flavor to the beautiful game — merging soccer with music, street culture, and community spirit in a way that could only happen in ATL.
What We Did
We tapped into Atlanta’s vibrant Black identity to document and amplify the unique culture growing around Atlanta United. Through editorial content, interviews, social storytelling, and cultural commentary, we revealed how matchdays in Atlanta feel more like block parties than traditional soccer games — with booming trap music, vibrant tailgates, and fans turning up in streetwear that shouts ATL pride.
We highlighted the city’s diverse fan base — from young Black professionals and families to artists and entrepreneurs — who turned Mercedes-Benz Stadium into a gathering place for Atlanta’s next-generation culture makers.
The project drew on Atlanta’s legacy as a Black cultural capital, connecting soccer to hip-hop, hustle, and community. We explored how supporters’ groups like Footie Mob and others reimagined what supporter culture could be — mixing rap anthems with supporter chants and bringing barbecue smoke, DJ booths, and local flavor to the stadium concourse.
Key Highlights
Featured stories about how Atlanta’s matchdays blend soccer with local Black traditions — trap beats, streetwear, and block-party energy.
Spotlighted Black supporters’ groups like Footie Mob, who fuse hip-hop with classic fan culture to create a sound and vibe unique to Atlanta.
Explored how Atlanta United built bridges to Black neighborhoods and culture keepers — helping make soccer feel accessible and relevant in a city that moves to its own beat.
Framed Atlanta United as an example for MLS and global football on how Black fans and culture can transform the matchday experience.
The Result:Our collaboration helped cement Atlanta’s reputation as a place where Black culture doesn’t just show up at soccer games — it defines them. The coverage became a reference point for how MLS clubs and brands can build deeper community connections by centering Black voices and experiences.
This story continues to inspire clubs, brands, and fans to champion Black culture at the heart of the beautiful game — showing the world that when Black culture leads, soccer culture thrives.
ATL matchday — where trap music, soccer chants, and Black pride meet.Photo by Black Arrow FC.
