USMNT’s Only Forward Lifestyle Collaboration Program
Campaign
Partnership
Photography
Product
Strategy
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.
“Soccer was intertwined with my upbringing: growing up, I would spend weekends barbecuing and watching my uncles play at Flushing Meadow Park,” says Awake NY founder Angelo Baque. “The sport is a huge part of Ecuadorian culture, and as an Ecuadorian-American this project is particularly meaningful for me since both teams are in the World Cup this year. I used Solo Pa’lante as a signifier of my upbringing and the inclusive spirit of the USMNT.”
“It’s been exciting to work with such incredible designers and let them put their own personal spin on our U.S. Soccer brand,” said Maribeth Towers, U.S. Soccer’s Vice President of Consumer Products. “The bespoke fashion pieces that have come from this collaboration are truly one-of-a-kind and bring our brand into a new cultural space. It’s a unique opportunity for us to enter the streetwear conversation and celebrate the diversity of our fanbase ahead of the World Cup.”
“This is the closest Colm has come to playing for the US Men’s National Team,” Dillane said, referring to himself in the third person.
