Nike is launching Toma El Juego, a youth-led street soccer platform designed to unleash the joy, freedom and creative expression of the game through neighborhood tournament play and local experiences — bringing athletes and fans closer to the sport and their communities while creating a new generation of local legends.
Built by Nike but born from the community, Toma El Juego (Take The Game) adds a new dimension to the game by tapping into the energy of street soccer, fostering a connection with athletes that extends beyond the pitch and working together to define the game for the next generation, reflecting Nike’s longstanding commitment to soccer culture.
The first chapter of the Toma El Juego journey will begin in Los Angeles, where Nike will bring together young athletes from eight area neighborhoods for a knockout-style street soccer tournament that embodies the essence of the game and the culture that surrounds it.
Toma LA neighborhood crews will include: Culture FC (Orange County), Football For Her (South Los Angeles), House of 626 (San Gabriel Valley), Insainz (San Fernando Valley), La Comunidad (East Los Angeles), Tiki Taka Futbol (Central Los Angeles), Toque (Southeast Los Angeles) and Venice Beach Football Club (Westside).
Nike will host the Toma LA neighborhood tournament at unique venues throughout the city, with eight teams of men’s and women’s athletes from each neighborhood competing in their respective brackets for the chance to represent their community at the Toma LA finals. Each hyperlocal tournament will reflect the community, music, art and style of the neighborhood and the people who live and play there.
Nike will then host a Toma LA finals event, crowning neighborhood crews and individual MVPs as champions — cementing their status as local legends and celebrating the moment with surprise appearances from Nike sport and culture icons.
Crews competing in the neighborhood showcase and finals will wear distinctive Nike kits created in partnership with streetwear and skate brands, Paisaboys and Badfriend. In partnership with U.S. Soccer, athletes participating in Toma LA will also gain an opportunity to continue chasing their dreams on the global stage.
The first chapter of Toma El Juego draws inspiration from Nike’s 2002 Secret Tournament campaign and follows recent Nike x Travis Scott street soccer experiences, Mad Maximus and Secreto Maximus.
The Toma Night Market will also take place alongside Toma El Juego. Powered by SNKRS, the experience is designed to foster culture and community with emerging brands, creators and game-changers who are pushing the boundaries of soccer and fandom. This fresh expression of sneaker and soccer culture will be combined with Nike and neighborhood-led partner experiences, surprise product drops and local storytelling — going behind the hype to celebrate the communities that soccer fans call home.
Toma El Juego is designed to scale to additional cities on the road to 2026. Similarly, the Toma Night Market will also expand its reach to serve the soccer and sneaker communities in new markets over the coming months.
