The world’s biggest soccer tournament arrives in the United States amid a broader cultural reckoning over belonging: who is allowed in, who is seen, and what patriotism really means. Politics feels volatile, identity feels heightened, and people are searching for something larger than themselves to belong to. As soccer, a game built around interdependence, collective rhythm and intimacy, takes root in a nation historically obsessed with individuality, dominance and brute masculinity, it challenges the existing sports culture. And maybe that tension is exactly what makes this era of soccer in America feel so compelling. Not because the country suddenly discovered the sport, or how to capitalize on it, but because America itself is trying to figure out how to exist collectively again.

Trailblazing athletes, designers, creative directors and content creators are at the forefront of this blossoming new age of convergence between sport and culture. In Los Angeles, open fields of green grass become pitches shaped by a rapidly scaling soccer community. This group of eight is reimagining the cultural architecture of what soccer looks and feels like in America. Daniel Buezo, the co-founder of streetwear brand Kids of Immigrants, and Sara Kassed, a cross-cultural builder of Compton Football Club, have carved out community spaces with Black and brown people in mind – including the club’s own six-year-old player, Naomi Kelley.

Orbiting around that world are people like filmmaker Ariana Mamnoon, who frames women as central to soccer culture. People of color often star in artist and curator Antoine J. Girard’s creative practice, while Estevan Oriol became a legendary photographer capturing Chicano culture in Los Angeles. And finally, those who step on the pitch and change it for the better, like El Salvador international Aiden Colocho or pro-skater Louie Lopez, who has mutual respect as an athlete.

So, when people ask, often with a trace of skepticism, “Why should America care about soccer now?” The answer isn’t really about the sport arriving in America. It’s about America finally catching up to communities that have been living and breathing it all along. These eight LA-based soccer devotees fill in that blank.

DANIEL BUEZO

Daniel Buezo is a Honduran American designer, and co-founder of the brand Kids of Immigrants. Recently, Buezo reworked Nike’s T90 soccer boots into something emotional, cultural and deeply personal ahead of the tournament.

“Soccer is the sport that connects the world. Seeing our countries on that world stage gives us one of the highest senses of belonging. You can be from completely different places, speak different languages, come from different struggles, and somehow still understand each other through the game. It reminds people they’re not alone.

“We built everything around that and real life. Around our families, our communities, our experiences growing up as kids of immigrants. Those things don’t expire. We wanted to build something honest that people could actually feel connected to. People can tell when something comes from a real place.

“It’s about our generation creating a better future for the next generation. We want to create opportunities for our communities, solve problems, and build spaces that outlive us. Longevity means being here long enough to truly impact people.”

SARA KASSED

Sara Kassed is a cross-cultural builder at Yard Agency and Compton Football Club, a youth soccer club. Kassed is dedicated to building the infrastructure that American soccer has historically failed to offer young Black and brown kids: physical space and permission to imagine themselves in the sport.

“There’s a deep irony in the US hosting the tournament right now because our political climate often feels like the opposite of what soccer is supposed to represent. The sport has always spoken to marginalized communities because for so many, it’s one of the few places where we feel fully seen instead of silenced. 

“We’re living in a moment where people are constantly being censored, erased, deported, and pushed to the margins. But soccer continues to give people a language to express themselves. An outlet. And that’s why protecting the spirit of the game matters so much right now. 

“We have to protect spaces where people can still advocate for themselves, feel seen and love themselves and each other openly. In a world that can feel increasingly cold and divided, that light, warmth, love and humanity that soccer brings becomes incredibly sacred.”

ARIANA MAMNOON

Ariana Mamnoon is a musician, multidisciplinary artist and director whose original film Girls Playing Soccer carves out a visual language that resists the hypermasculine mythology soccer has long depended on.

“Soccer is a culture that you can feel. In England, South America and [countries in] Africa, there is this extended family component attached. The idea that we can look out for one another because we are all equal humans. Soccer in other parts of the world breeds this beautiful quality, and it’s something America can hopefully incorporate more of.

“There are so many emotions that come with playing and supporting soccer. Competitiveness, loyalty, loss, a natural sense of community and an understanding that soccer is for all. The number of times I have cried during or after a match. This game feels like a true metaphor for life.

“There’s a requirement in soccer to strip down ego and to, in a way, go back to your child self. Whenever I play now, I am reminded of my younger self, with pure intentions and a true heart, who wore braids to soccer practice. In many ways, I am still that little girl.”

NAOMI KELLEY

Naomi Kelley is a six-year-old Compton FC player who has benefited from Sara Kassed’s ground-breaking work. Kelley is proof that brown and Black kids should be visible while playing the sport they love. As told by her father, Ryan Kelley.

“I think America missed how deeply emotional and community-based soccer is. In many places, the sport is part of everyday life and family tradition. It teaches pride, resilience and unity. It’s not just about winning games. It’s about representing where you come from and who you love. As the sport grows here, more people are starting to understand that connection.

“Because soccer is tied to people’s roots, culture and memories, it connects generations. People remember watching matches with family members, celebrating wins, or feeling pride for where they come from. The emotions become bigger than sports because the game becomes part of someone’s personal story.

“I think there are still many young players, immigrant families, women and underserved communities whose stories deserve more attention. Soccer belongs to everyone, and the beauty of the sport is seeing how different cultures and backgrounds shape it in unique ways.”

ANTOINE J. GIRARD

Antoine J. Girard is an independent artist, educator and curator in Los Angeles. The widespread acclaim he gained for co-curating Shattered Glass, an exhibition at the Jeffrey Deitch Gallery in Los Angeles, pushed him to the forefront of LA’s art scene.

“I see soccer as an art form people live inside of – rooted in the history of clubs and cities, where fans inherit and participate in identity and memory building. I work in art and cultural spaces, and soccer constantly positions itself as inspiring in art and across fashion.

“It’s never just been about the game, but the cross-pollination, the creativity of hairstyles, the differences in languages. I try to stay open to how sports culture infuses into art. I think, like in art, history likes a narrow set of heroes, leaving voices unheard. In soccer, that often looks like players from smaller places or grassroots communities.

“To me, the stories of the emerging rather than legacy feel more compelling. New voices that expand the story rather than repeat it.”

AIDEN COLOCHO

Aiden Colocho is a Salvadoran American midfielder who at just 17 years old, signed with Nike LA and was called up to represent El Salvador’s national team.

“Soccer teaches connection more than anything. You grow up watching it with family, playing in parking lots with friends, arguing about clubs at school, and celebrating goals like you won the biggest global tournament. 

“I think America has missed how deep soccer actually runs in people’s lives. In a lot of countries, soccer isn’t just entertainment, it’s culture, community, pride and an escape all at once. It brings entire neighborhoods together and gives people something to believe in.

“A lot of Americans only see the highlights of the sport, but not the emotion and passion that goes behind it. Once you understand that side of soccer, you realize it speaks a universal language that connects people no matter where they’re from. It’s one of the only sports where emotion feels bigger than the actual game.”

ESTEVAN ORIOL

Estevan Oriol is a legendary Los Angeles artist best known for his seminal photography documenting Chicano culture and sports in the city, which was featured and honored in the LAFC stadium.

“The stories here in America often leave out soccer. You don’t really hear about this sport but once LAFC came to the league, they brought a lot of shine to the sport with their fans. I realized that other countries have love and support for their home team, and they will even travel abroad to see their team. It is pretty amazing. You do not really see that on our side or hear about it.

“That’s why longevity means everything to me. That’s how you last as a creative – by making something good so you’re not just the flavor of the month. My clothing line Joker Brand has been around for 30 years and is still going with a worldwide following.”

LOUIE LOPEZ

Louie Lopez is a pro skater of Guatemalan and Mexican descent and a driving force in the Los Angeles skate scene. He became the first Latino to have a pro Converse signature shoe.

“All you really need is a ball and imagination. Soccer carries stories from everywhere. It absorbs local culture while remaining globally understood. To me, that is when something can be so powerful. 

“I’ve always loved the way soccer shoes look and thought they would be great for skateboarding. So when I had the opportunity to design my second pro model shoe, I took a lot of inspiration from soccer. I’ve always loved the sleek and slim profile of the shoes.

“To me, that shows that soccer brings all walks of life together. It is more than a sport because it brings a sense of identity and emotion that fans may have attached themselves to at some point in their lives. It represents culture as a whole.”