The Search for The Wild Cards
In partnership between Nike and DICK's Sporting Goods, the Wild Cards Tour set out to uncover the next generation of soccer talent across the US. An all-star scouting team traveled the country running high-energy 1v1 search events, looking for players who embodied creativity, confidence, and a fearless competitive spirit. Those who stood out earned a shot at one of the biggest stages in grassroots street soccer, the Nike TOMA NA Finals.
Training Camp
Win It All
Jack Downer, Mari Guevara, Jesser, and Johnny travelled coast to coast, hosting the 1v1 competitions, hyping the crowds, and evaluating every player who stepped in.
01
6 Cities
The search spanned six markets, where hundreds of athletes stepped into the cages inside DICK's Sporting Goods storefronts to prove they belonged. Each stop combined open competition, creator engagement, and live talent evaluation. From every city, standout athletes earned an invitation to Atlanta.
02
33 Finalists
From hundreds of athletes across six cities and digital entries, 33 finalists earned the call to Atlanta. Each one arrived having proven their skills, ready to compete over three days for one of just 24 spots on the final Wild Cards roster.
03
3 Day Atlanta
Training Camp
Finalists were flown to Atlanta for an immersive three-day camp at the home of U.S. Soccer and the newly opened U.S. Soccer National Training Center, made possible through Nike's partnership with U.S. Soccer. Players trained with elite coaches, built relationships with the creators who mentored them, and competed for one of the 24 coveted spots on the final roster.
04
4 Wild Card Teams
24 athletes were selected across four squads, Red and Blue, Boys and Girls. Together they made up the Wild Cards teams that traveled to New York for the TOMA NA Finals.
05
1 Chance To
Win It All
Nike took over New York City's iconic Bryant Park for its biggest Toma El Juego tournament yet, the Toma NA Finals. At the center stood Estadio Nike, a 16,000-square-foot open-air street soccer arena, where the Wild Cards teams competed under the bright lights across four-on-four group stages, building toward a winner-takes-all finale.
The athletes got the full VIP treatment: a curated gear-up in their official Wild Cards kit at Nike NYC HQ, battle after battle at Estadio Nike in Bryant Park, and a guided Nike Mind session to lock in before the semifinals.
Jordan Brand turned the New York Public Library into an indoor pitch for a 1v1 battle to crown the first ever Sinistro Mode Champions, with football legend Ronaldinho, Olympic snowboarder Zeb Powell, and Chase B on the decks. Wherever Jordan Brand shows up, the energy is unmatched.
Wild Card Megan Marroquin ran the table. One battle at a time, she took the whole thing, and walked away with a year-long Nike/Jordan athlete deal.
06
KPIs &
Learnings
Results
A New
Chapter
Travis Scott surprised the group with the news that every TOMA athlete had officially earned a Nike deal, with the 1v1 winners taking home a Jordan deal on top of it. What started as a nationwide search has opened the door to the next chapter of their journeys.
KPIs
Athletes are beginning to receive collegiate interest and offers, with the Nike TOMA Finals providing visibility and exposure they may not have otherwise received.
Participants described the program as life-changing and expressed a lasting connection to both Nike and DICK's Sporting Goods, noting they'll continue to look to both brands for their sporting needs.
Every participant expressed interest in competing again, a strong signal for future programming across both in-person events and digital submissions.
The experience inspired one family to apply for a grant to open a futsal and street soccer facility in North Carolina, expanding access to the game in their community.
Impact
"Seeing what this did for these kids, we're applying for a grant to open a futsal and street soccer facility here in North Carolina. We want to keep this game accessible, and keep them playing all year.
"Back home in North Carolina, I've always felt a little overlooked. This gave me a real stage, and I'm so grateful for the whole experience.
Learnings
Driving awareness in Middle America required a heavier marketing lift, particularly without strong recognition of TOMA in the region. Greater support from local partners and an earlier, more focused paid-social strategy could have strengthened reach and participation.
Because brand presence is less established across the Heartland, future efforts should lean into localized marketing and community engagement, partnering with area clubs and creating giveback moments such as providing goals, balls, or other much-needed equipment.
Venue locations made it harder to drive local traffic and participation. Most markets anticipated a strong walk-up presence, which didn't fully translate to the in-person experience.