Focus

ICNCLST conceived and executed the Only Forward Collaboration Program, connecting the U.S. Men’s National Team (USMNT) with world-class brands Hidden NY, Awake NY, and KidSuper. The program aimed to create culturally relevant, statement-making fashion capsules celebrating soccer, community, and the inclusive spirit of the USMNT ahead of the World Cup.

Execution

ICNCLST managed the entire partnership strategy, bringing together the brands to combine their design aesthetics with the US Soccer crest and Only Forward campaign marks. Each brand released exclusive capsule collections sequentially, beginning with Hidden NY, followed by Awake NY and KidSuper. ICNCLST oversaw creative direction, collaboration management, and campaign rollout, ensuring a seamless integration of design, sport, and cultural storytelling.

Cultural Impact

The capsules highlighted soccer’s role in shaping cultural identity and community, amplifying diverse narratives through design. By engaging brands with authentic connections to the sport and its fans, the program strengthened the USMNT’s presence off the field while celebrating the inclusive, global spirit of the World Cup.