CLIENT
Carter’s Cup powered by Umbro
​
For Carter’s and Umbro, introducing the collaboration through Carter’s Cup was about more than launching a collection at the right cultural moment. It was about building an experience that could translate the energy of global soccer into something families could step into directly, with warmth, movement, and participation at the center.
​
Agency 3-2 supported the program as the execution partner across a multi-part experience designed to carry the collection from retail anticipation into live community engagement.
The campaign began on April 18 with Carter’s Friendlies, a series of same-day pop-ups across Atlanta, Miami, and Los Angeles where guests personalized jerseys and engaged the product through hands-on customization. Those moments built early momentum in market and set the tone for what followed one week later at the main event in Decatur, Georgia.
On April 25, Carter’s Cup came to life at Soccer in the Streets at East Lake Fields as a family-focused experience shaped by soccer, play, and brand participation. From 10 a.m. to 2 p.m., families moved through a day of 3x3 tournament play, field drills, open play, giveaways, food, and off-field activations that kept the environment active from arrival through close.
Across the full event footprint, Carter’s and Umbro created a branded world that felt bright, playful, and fully built for the occasion. Feather flags, parking signs, MARTA wayfinding, field branding, decor, wearables, and surrounding touchpoints extended the collaboration across the environment, while tabletop games, display elements, oversized inflatable soccer-ball photo moments, and giveaways gave families more ways to engage beyond the field itself. The effect was not simply visual. It created a space with rhythm, one where the collection could be experienced through movement, interaction, and shared family participation.
A globally curated food truck, grab-and-go refreshments, music by DJ Princess CUT, and the presence of head coaches KHAI Celestin and Ryan Gordon added another layer of energy to the day. These elements helped the event feel less like a static brand installation and more like a live community gathering built around the spirit of the game.
​
What made Carter’s Cup land was the way it brought product, environment, and audience together in one cohesive system. The collection moved beyond the rack and into real use, real play, and real interaction. In that sense, the program became more than a launch expression. It gave Carter’s and Umbro a family-centered, culturally timed way to show up in the world, while reinforcing Agency 3-2’s value as an execution partner able to translate brand ambition into experiences people can actually move through, engage, and remember.