Nike launches Toma El Juego, a bold new platform puts the future of street soccer in the hands of youth and community.
A Game Reclaimed by the Streets
This summer, soccer returns to its roots. Instead of being played in stadiums, it will take place in neighborhoods. Nike has officially launched Toma El Juego, which means “Take the Game” in Spanish, in Los Angeles. This initiative is a youth-led street soccer platform. It reimagines the sport by focusing on community, creativity, and joy. With Toma El Juego, young players can express themselves and enjoy soccer in a new way.
Created by Nike and inspired by urban culture, Toma El Juego puts young athletes in the spotlight. The concrete pitch transforms into a vibrant canvas. Each match tells a unique story that reflects the players’ experiences. Moreover, Toma El Juego is more than a tournament; it is a movement. Its goal is to elevate local talent and empower neighborhoods. By doing so, it seeks to reshape the narrative of youth sports for the better.
Eight Neighborhoods, One City, Infinite Style
The journey begins with Toma LA, Nike’s first local chapter of the platform, where eight neighborhood crews — each representing a distinct pocket of Los Angeles — will face off in a knockout-style street soccer tournament. These are more than just teams; they’re communities with flavor, identity, and purpose.
From Culture FC of Orange County to Venice Beach Football Club on the Westside, each squad brings both men’s and women’s athletes to compete for the city’s crown. The full roster includes:
- Football For Her (South LA)
- House of 626 (San Gabriel Valley)
- Insainz (San Fernando Valley)
- La Comunidad (East LA)
- Tiki Taka Futbol (Central LA)
- Toque (Southeast LA)
The Street is the Stage
The event officially kicks off on June 11 in downtown Los Angeles. This year’s event features something unprecedented for Nike Soccer. Toma LA combines a street tournament with a cultural festival. It integrates sports with art, music, food, and streetwear. As a result, this unique gathering will celebrate not just the game itself but also the individuals who experience it every day.
Each match is a showcase of more than skill — it’s about style, identity, and connection. Players will don custom Nike kits created in collaboration with rising streetwear brands Paisaboys and Badfriend, bringing fashion into play in a way that reflects the communities behind the crest.
Enter the Toma Night Market
Alongside the tournament, Nike is introducing its first-ever Toma Night Market, powered by SNKRS. It’s a community-driven experience built to uplift creators, brands, and visionaries who are reshaping what soccer means today.
Collaborators include Kids of Immigrants, UNDEFEATED, Hood Baby LA, Georgina Treviño, and others pushing boundaries in design, fashion, and fandom. Expect local pop-ups, surprise SNKRS drops, and immersive experiences — including one from Nike’s .SWOOSH digital innovation platform.
From Street Matches to Legend Status
The Toma LA tournament will take place throughout the summer, specifically from June 21 to July 20, at various unique venues across the city. Each location, in turn, will reflect the character of its neighborhood, effectively blending street-level competition with music, art, and the vibrant energy of LA’s youth. As a result, attendees can look forward to an engaging and immersive experience.
The campaign will culminate in a citywide final in late July, where crews and standout players will be crowned champions — not just of a tournament, but of their neighborhoods. Expect surprise guest appearances from Nike’s sport and culture icons to honor the moment and those who made it unforgettable.
More Than a Game — A Launchpad
Nike’s vision for Toma El Juego extends beyond Los Angeles; this is just the first stop. In fact, the platform aims to expand to new cities by 2026, ultimately connecting youth soccer and sneaker communities nationwide. As it grows, it will foster a vibrant network that brings together diverse communities through their shared passion for the game and style.
In partnership with U.S. Soccer, athletes in the Toma LA program will also gain access to development pathways that could take them to the global stage — proving that the street is not the end of the road, but the beginning.
A Legacy of Creativity, Reimagined
Inspired by Nike’s iconic 2002 Secret Tournament and built upon the creative energy of recent collaborations with Travis Scott, namely Mad Maximus and Secreto Maximus, Toma El Juego represents Nike’s most culturally significant soccer initiative to date. Not only does it pay tribute to the past, but it also celebrates the present and, in doing so, invites the future of soccer to take control of the game.
In the streets of LA, the next legends are lacing up — not just to play, but to create. And Nike is giving them the stage.
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Nike Launches Toma El Juego in Los Angeles
