How Nike turned Bryant Park into a mini soccer stadium

Nike’s push to turn Bryant Park into a mini soccer stadium showcased how its community street-soccer platform is scaling fast. The free-to-join, street-led Toma El Juego program grew from zero to more than 100 tournaments across six continents in eight months. From June 25 to June 27, the Midtown New York park became Nike “Estadio” for the Toma National Finals, featuring a street-stadium build, a Night Market with merchandise, and live stage programming through the championship. More than 150 teenagers competed in North American qualifiers, culminating in Toronto’s Northside FC winning the 4v4 title and Surf Nation’s Street Phantom taking the 1v1 crown. Nike said its scouts, including U.S. Soccer and NWSL personnel, further reinforce the pathway. Travis Scott handed out Nike contracts, while Ronaldinho and Leah Williamson were among high-profile spectators.