There’s Football, Then There’s Street Football. Nike Knows the Difference
After the success of its recent football tournaments hosted by Travis Scott, Nike is launching a new series of street football events. Enter, Toma El Juego.
A youth-led street football platform, Toma El Juego begins its first chapter in Los Angeles where Nike will bring together young athletes from eight neighborhoods for a knockout-style street football tournament.
The event will tap into the energy of this more informal ilk of football, where the rules are loose and the pitch can be anywhere, from an empty parking lot to a local five-a-side cage.
But Toma El Juego is more than just a competition. The event’s kickoff will be held simultaneously with Nike’s first-ever Toma Night Market.
Powered by SNKRS, the night market will feature emerging brands and creatives who operate in the realm of football. For its debut, the collaborators include the contemporary jeweler Georgina Treviño, Los Angeles-based streetwear label Kids of Immigrants, and the acclaimed sneaker store UNDEFEATED.
Toma LA kicks off on June 11 in downtown Los Angeles. Following the launch showcase, Nike will host the Toma LA neighborhood tournament from June 21 to July 20 at various venues throughout the city.
But don’t worry if you’re not in LA, Nike has plans for Toma El Juego to hit the road in 2026 and visit additional cities. Plus, there’ll be more Toma Night Markets hosted in different cities over the coming months.
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