Latino legends have played a foundational role in shaping soccer in the U.S., but their contributions are too often overlooked in the broader sports narrative. U.S. Soccer lacked a dedicated space to honor these icons in a culturally authentic way.

Storytelling hits harder when it’s intimate, flavorful, and rooted in culture. By pairing fútbol icons with comida and conversation, we could create a series that resonates on a personal level—especially with bicultural and Spanish-speaking audiences.

We created La Tiendita, a Spanish-language content series where Latino soccer legends break bread and share stories with USMNT greats. Shot in vibrant Latino eateries across the U.S., each episode dives deep into legacy, identity, and community—celebrating the rich cultural impact of these players while building a bridge between generations of fans.