Players feel constrained by today’s football system, where individuality and creativity are often stifled.

For Nike Global Football, we led global research with teens to understand their evolving relationship to the game, their values, needs, and aspirations. From these insights, we defined a new category “Muse”, a North Star guiding the brand toward the 2026 World Cup.

Building on this foundation, we created Toma El Juego—a global brand and activation platform brought to life across cities worldwide, from LA to Taipei to Marrakech and beyond. Its ambition: reclaim football as a platform for self-expression and challenge the game’s traditional norms.