Nike Launches Toma El Juego in Los Angeles, Debuting a New Youth-Led Street Soccer Platform

What to know

• 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 community-driven experiences.
• Toma El Juego reflects Nike’s dedication to fostering the creativity and culture of soccer, inspiring the future of youth sport by getting — and keeping — young athletes involved in the game.
• The first chapter of the Toma El Juego journey will begin this month in Los Angeles, where Nike will bring together young athletes from eight area neighborhoods for a knockout-style street soccer tournament.
• Coinciding with the kickoff event is Nike’s first-ever Toma Night Market. 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.
• Both Toma El Juego and the Toma Night Market are designed to scale to additional cities on the road to 2026, serving the soccer and sneaker communities in new markets.

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 this month 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 kicks off June 11 in downtown Los Angeles, ushering in a new era of Nike Soccer and highlighting local soccer culture by merging the worlds of sport, style, food, art and music. Each of the eight participating neighborhoods will bring their best young men’s and women’s athletes for crew showdowns and individual all-star competitions. 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). 

Coinciding with the showcase is Nike’s first Toma Night Market. 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. The launch event will also bring together soccer and sneaker culture with neighborhood partner experiences, surprise product drops and a .SWOOSH experience.

Experience collaborators include Georgina Treviño, Kids of Immigrants, Hood Baby LA, ISM, UNDEFEATED, Utopia, Jacob Rochester and Miles Canares. Nike Re-Creation partner products will also be available from Defective Garments and Are You Mad.

Following the launch showcase, Nike will host the Toma LA neighborhood tournament June 21 through July 20 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 take over a Los Angeles destination for the Toma LA finals in late July, 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.

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.