In case you weren’t aware, Major League Soccer, America’s unheralded fifth major sport, returns on March 3. More importantly, 2 Chainz will be there.
In the new broadcast spot “Our Soccer” airing in the U.S. and Canada, the rapper cheers on his local team, Atlanta United FC. The work, which also stars Toronto FC and U.S. national star Jozy Altidore, compares soccer fandom to membership in a local club.
This is the league’s first campaign from its new agency of record, Cornerstone, the in-house marketing arm of hip-hop-focused publication The Fader.
“‘Our Soccer’ is about the culture of North American soccer that draws fans and players to MLS,” said Trevor Eld, chief creative officer of Cornerstone and The Fader. “This is the most diverse, progressive league in North America. We went inside the culture to discover these amazing qualities and bring them to life in an authentic way.”