TOMA – NIKE
We took football out of the stadium and into the streets. Nike Toma was a street football tournament built around the teams, neighborhoods, and communities that keep the game alive every day. From local qualifiers in Medellín and Bogotá to an unexpected final at El Kínder, Toma turned competition into a celebration of the culture that exists around the game.
The Problem
Football culture doesn’t only live inside stadiums. It is built every day on neighborhood courts, in local rivalries, and among communities that create their own way of playing and experiencing the game. The challenge was to create a Nike football experience that could connect authentically with this culture, giving grassroots teams a platform while making the competition feel bigger than a traditional tournament.
The Solution
We brought Toma to life as a street football experience that started where the game lives: in the neighborhoods. Across Bogotá and Medellín, 48 boys’ and girls’ teams competed in local qualifiers, surrounded by music, tattoos, barber stations, food, and experiences that brought street culture into every match. Eight semifinalist teams then came together in Bogotá for the country final, where we transformed Proyecto Kínder into an unexpected football arena for more than 500 attendees. What began on neighborhood courts became a national stage.
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