NYCFC: New York City Soccer Initiative

We worked with MLS club NYCFC to tell the inside story of the New York City Soccer Initiative, building 50 soccer pitches across NYC – all through the eyes and voices of young people aged 8-23 from those communities.

Each storyteller shared their own personal experiences of NYC street soccer culture and the impact the pitches were having in their communities. The content was published extensively across NYCFC channels and, in partnership with adidas, we hosted an exhibition at a new pitch opening event.

NYCFC also positioned the series as a photo contest for the storytellers. Selected by an NYCFC all-stars panel the winner shadowed the official NYCFC club photographer on a match day.

Click here to explore the full storytelling series.

“The partnership allowed us to engage directly with participants and school partners in community programs and hearing their voices rather than just telling their story for them.”

– Amanda Marston​, Senior Director, Communications, New York City Football Club