USA Soccer kicks off its countdown promotion to Football World Cup qualification with the launch of Only Forward / Solo Pa’lante: USA Soccer’s new creative campaign focuses on uniting fans and the USA National Team in a shared, inspiring journey to qualify for the Qatar Football World Cup 2022. Only Forward / Solo Pa’lante is a tagline for a young, diverse, and globally-minded men’s national team as it tackles the next eight months. The challenge of Football World Cup qualification with humility and resilience.
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After an eventful summer in which the USA responded to adversity on and off the field and proved itself with two regional trophies, the USMNT is ready to show it is poised to change the way the world sees American soccer. The campaign was developed in collaboration with New York-based creative studio ICNCLST to showcase a rejuvenated men’s national team that will appeal to and inspire American football’s growing young, diverse, and multicultural fan base.
The company has proven itself as a facilitator of design, music, and fashion, and sports culture and has worked on campaigns and progressive collaborations with Nike, Louis Vuitton, EA Sports, Off-White, Google, and other leading brands. For this project, ICNCLST also secured the skills of partner design studio Works to work with them and USA Soccer on the campaign’s integrated visual identity.
The goal of the campaign was to connect the spirit of these dynamic young leaders with the spirit of today’s youth, said Kay Bradley, vice president of marketing for USA Soccer. It’s important that people can make a human connection with our players. The campaign conveys the team’s optimism and momentum in an honest and relatable way, inviting fans from all backgrounds to become part of the evolving story.
The campaign is based on insights gained from months of in-depth interviews with players and national team staff. These conversations emphasized this team’s confidence beyond the game and provided an opportunity to go beyond traditional sports vocabulary and visuals by connecting the team to the culture it embodies on and off the field. Nike Guzijan, a co-founder of ICNCLST, said, our task on this project was to create a campaign that captured the team’s attitude, shared values, and the collective mindset that characterizes this moment.
We took the time to interview new and old players and coaches to understand their voices and shared experiences. We listened, processed, and iterated. These powerful conversations and aligned lines inspired Only Forward / Solo Pa’lante, a collaborative platform that we believe can be flexibly applied not only to future games but to the collective mindset of the team and the country as we enter a new era of the USA Men’s National Team together. For more details about Football World Cup Tickets.
Only Forward / Solo Pa’lante will be seen across all USMNT social media platforms and at home matches during the qualifying round, including a comprehensive new graphics package inspired by the iconography of the musical journey, the universal theme of indomitable determination, and the team’s love of streetwear and sneaker culture. The campaign’s lettering is designed to convey a dynamic forward motion through subtle arrows incorporated into the letters; this will be expressed in a beautiful static design and a dynamic animated version in the media and on the video ads in the stadium.
The USA National Team begins its September international window with three Football World Cup qualifying matches, beginning with El Salvador on Thursday, Sept. 2, at 10 p.m. ET on CBS Sports Network, Paramount+, and Universe. The next match, USA-Canada, will be broadcast courtesy of Volkswagen at 8 p.m. EST on FS1, UniMás, and TUDN in Nashville. Team USA will conclude its Group 1 qualifying matches with a game against Honduras in San Pedro Sula on Sept. 8 at 10 p.m. EST, which will be broadcast on Paramount+ and Universe.
The September schedule will be publicized on Thursday, Aug. 26, via US Soccer’s digital platform. Because these matches will be played during FIFA’s international window, all players on the squad will be eligible for selection. While the USA National Team will face Canada on Sunday, Sept. 5, the entire USA Soccer program will be available to watch in Music City before the match. In the coming week, USA Soccer will announce fan- and community-focused events as part of the countdown to Football World Cup qualifying, including free training classes, pre-game parties, pre-game concerts, locally produced game-specific artwork, and more.
During the trip to Qatar, the USA team was put to the test in 14 grueling matches in the Caribbean, Central America, and North America from September through March. Beginning with the first window, a road trip in the harsh conditions of San Salvador and San Pedro Sula, the next generation of the USA national team must overcome new challenges as they tirelessly sail to the sport’s biggest stage.
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