Focus

Ahead of the 2022 FIFA World Cup, ICNCLST developed Only Forward / Solo Pa’lante—a campaign for the USMNT that united fans and players around a shared, forward-looking journey. The platform carried through the entire World Cup cycle, culminating in the USMNT advancing to the knockout round in Qatar.

Execution

Only Forward encapsulated a young team with momentum— one that wasn’t looking back, and only had one direction to go. The campaign’s design and visual world drew inspiration from music, fashion, and contemporary design, framing the qualification period like a musician on tour. From end-to-end campaign development to producing TVCs with Jack Harlow, and authoring lifestyle collaborations with Awake NY, KidSuper, and Hidden NY, ICNCLST played an integral role across every phase of the platform’s rollout.

Cultural Impact

Rooted in cultural spaces that authentically resonated with the players, the campaign brought fans closer to the team than ever before. Jack Harlow’s narration anchored the brand spot that aired on ESPN during the roster reveal, while partnerships with streetwear labels helped bridge sport and culture. By inviting fans into the world of the players, the campaign delivered on its core goal: forging a deeper, more personal connection between supporters and their heroes.