Secreto Maximus: An Exclusive Tournament Redefining Soccer Culture at ComplexCon 2024
NIKE
Travis Scott
Campaign
PR
Talent Management
Focus
At ComplexCon 2024, ICNCLST partnered with Nike, Travis Scott, Industry (creative and design leadership), and Street FC (game play expertise) to bring to life Secreto Maximus, an exclusive, invite-only soccer tournament that pushed the boundaries of sport, art, and community. Inspired by Nike’s legendary secret tournament, Secreto Maximus was designed to celebrate soccer’s raw street origins through high-stakes matches.
But the magic of Secreto Maximus went beyond the game—it was about uniting athletes, creators, and cultural icons in a celebration of soccer’s cultural impact. The event featured a legendary roster of players, including Luis Figo, Brandi Chastain, Sydney Leroux, Clint Dempsey, Steve Nash, and Edgar Davids, who brought their unique influence to the pitch, bridging sport and culture.
Expertise
ICNCLST curated a dynamic roster of legendary athletes and influential creators, ensuring Secreto Maximus was more than just a tournament—it was a cultural moment.
Elite Athlete Curation
We assembled a legendary roster of players—including Luis Figo, Brandi Chastain, Sydney Leroux, Clint Dempsey, Steve Nash, and Edgar Davids—each bringing a unique influence to the pitch, bridging sport and cultural impact. Our team curated an invite-only audience of cultural icons, creatives, and tastemakers, ensuring that the tournament wasn’t just about competition—it was a celebration of soccer’s deeper influence on global culture.
A Movement Beyond the Game
Secreto Maximus wasn’t just an event—it was a statement. From the intensity of the matches to the larger-than-life personalities and dynamic energy, the tournament reinforced the intersection of sport, art, and community, proving that the game’s impact extends far beyond the field.
