Somos USA | US Soccer Federation

  • The problem

    In American soccer, the voices and stories of Latino communities often go unheard, despite their deep-rooted impact and passion for the sport. There was a need to bridge this gap, bringing to life the cultural heritage and powerful narratives that define the Latino soccer experience.

  • The insight

    Latino players, creators, and community members contribute richly to the tapestry of American soccer. Their stories of perseverance, identity, and pride resonate deeply with audiences but remain underrepresented in mainstream sports storytelling.

  • The solution

    We created SOMOS USA, a Spanish-language content series that captures the spirit of Latino soccer culture from the streets to the stadium. Through authentic storytelling, we highlighted personal journeys, cultural traditions, and the passion that unites fans and athletes alike. The series celebrated diversity and showcased the heart of Latino soccer, building connections that transcend the game.

The Results

Somos USA delivered 241,300 average impressions per social clip across Facebook, Instagram, X, TikTok, and YouTube Shorts, with viewership peaking at 372,800 impressions in its strongest month.

The series was named a Webby Award Nominee in recognition of its cultural craft and storytelling, and its talent roster — nine multicultural personalities including Alejandro Bedoya, Andrés and Nico Cantor, Karina Rodriguez, and Jenny Chiu — brought a rare authenticity to a federation-level content series.

More than the numbers, Somos USA proved that Spanish-language sports content built on identity, family, and culture could outperform traditional soccer storytelling across every major social platform.

Where soccer is culture