Carter's Cup
powered by Umbro
A multi-market soccer launch that moved from live retail customization into a family experience built around play, product, and community.
The Carter’s x Umbro collaboration created an opportunity to introduce a soccer-inspired collection through more than a traditional retail launch. We developed a two-part experience that began with same-day customization pop-ups across Los Angeles, Miami, and Atlanta, then carried that energy into Carter’s Cup, a family-focused soccer event at Soccer in the Streets in Decatur, Georgia.
The campaign gave families multiple ways to encounter the collection through personalized jerseys, tournament play, field drills, open play, food, music, and off-field activities. By connecting a coordinated multi-city lead-in with a complete community event, we helped Carter’s and Umbro move the product from the rack into real use and place the collaboration inside the shared energy of the game.
Focus Areas
Experience Strategy
Multi-Market Activation
Live Customization
Family Programming
Spatial Design
Focus Areas
Brand Integration
Interactive Gameplay
Community Partnership
Guest Experience
Event Production
Project Story
From Retail Customization to Family Play
The Carter’s x Umbro collaboration needed a launch that could connect the energy of global soccer to the way families experience the game together. We developed a two-stage campaign that began with Carter’s Friendlies, a series of simultaneous retail pop-ups in Los Angeles, Miami, and Atlanta, where guests personalized jerseys and engaged directly with the collection. Those early moments introduced the product through participation and created a clear lead-in to the main event one week later.
Carter’s Cup brought the collaboration into full motion at Soccer in the Streets at East Lake Fields. Families moved through 3x3 tournament play, skills drills, open play, photo moments, food, music, and branded activities within one connected environment. The result was a launch that gave the collection a real role in the experience, allowing children and parents to wear it, personalize it, play in it, and connect it to a day built around family and soccer.
It has been nothing short of greatness working with Agency 3-2.
From quick turnarounds with short timelines, kid's moments, and content shoots, they have never under-delivered and always exceeded expectations. It has been a pleasure working with the team, and I am excited about the future to come.
Mike Stevens
Director, Jordan Brand Chicago