Focus

Ahead of the 2014 World Cup, U.S. Soccer enlisted ICNCLST to develop a creative program that connected the Federation and its fanbase with leading voices in art and culture.

Execution

ICNCLST appointed Lupe Fiasco and FUTURA as the U.S. Men’s National Team’s first-ever Music and Art Directors. FUTURA designed a custom kit worn by Lupe during a fan rally performance, and a series of artist-designed posters was released to build anticipation for match days.

Cultural Impact

The initiative bridged soccer, art, and music in a way never done before for the U.S. team—cementing culture as a core part of the sport’s identity and energizing a new generation of fans ahead of the World Cup.