Atlanta United

Sport is a shared language.

INSIGHT

A divided year. A shared game.

In 2021, unity felt fractured. Headlines divided. Distance grew. When Atlanta United was invited to design its third kit, we turned to the history of the game and found its timeless truth: soccer has always been a quiet diplomat.

For a club built on belonging, that truth became our purpose. We used the opportunity to launch a third kit to remind the world that unity is ours to create.

IDEA

The Unity Kit.

Our kit theme reflected the shared values of our club, our city, and our sport — unity.

Inspired by the global language of the game, the Unity Kit carried 13 messages of unity in 11 languages to represent the diverse voices, cultures, and communities that make Atlanta unique.

To launch, we partnered with Atlanta’s Center for Civil and Human Rights to create “The Power of the Game”, an immersive exhibit that wove history, culture, and sport into one story of connection.

From the Christmas Truce of 1914, when German and British soldiers played soccer together, to the 1998 Iran vs. USA World Cup match, each moment showed how the game can bridge divides.

The experience unfolded across six synchronized screens, 324 frames, and spatial audio that shifted as guests moved through it, acting as a living reminder that unity is something we continuously build together.

316

increase in search interest

105

increase in social mentions

IMPACT

Proof that purpose drives participation.

The exhibit reached full capacity, welcoming over 500 supporters across launch weekend. Unity Kits sold out, fueling new investments in community programs through the Atlanta United Foundation.