THE INSIGHT
Ser Latino es vivir in the hyphen. Extrañar lo que dejaste, construir lo que viene. But every once in a while, you find a place that sounds like home, que huele a tu cocina, que vibra a tu ritmo. Atlanta is that place for thousands of Latino families who chose to build there, thrive there, and root there, without ever having to leave themselves behind. The tension: no sports brand had ever honored that journey. Not the fan journey. The human one. Somos Atlanta changed that, using social to follow a community across five years of moving, finding, settling, and embracing. Cinco años de historias. Una comunidad que encontró su lugar. Una campaña que se convirtió en bandera.
BRIEF
Drive brand awareness among the Atlanta Latino community to make Atlanta United their hometown club and consideration to the club’s supporting partners.
STRATEGY
Atlanta United’s #SomosAtlanta campaign celebrates Latin Heritage, highlighting the club’s connection to the city’s diverse Latino culture and community. Every year since 2021, Atlanta United Digital Content team, intentionally focused the campaign on a different aspect of Latino culture and identity. Since 2022 a yearly, award-winning “Somos Atlanta” merchandise collection featuring hoodies, shirts, and hats, was created. Designed in-house by Atlanta United’s Manager of Creative, José Hadathy, the collection earned a Clio Sports Award in 2023 for its incredible design and back story.
Somos Atlanta Social Hero Content
The social-first spots for the Somos Atlanta campaign intentionally chronicle the Latino immigrant journey, from the initial nostalgia of leaving home to discovering a profound new sense of belonging in the U.S. Each spot thoughtfully highlights a distinct facet of Latino culture, creating a cohesive narrative that captures how our community, city, and the club evolve together.
2021 – “Two Homes, One Heart”
The journey began exploring the duality of moving to Atlanta, this spot illustrates how home becomes a rich blend of cultural roots and new beginnings. It was a celebration of resilience, unity, and profound pride that stem from navigating and embracing this dual identity.
2022 – “Unified Identity, Shared Culture”
A year later, it was about showcasing the rebirth of dreams in a new city, highlighting how the Latino community, despite its diverse backgrounds, finds deep strength through shared culture and a collective love for Atlanta. The campaign champions inclusion and the unifying power of our shared passion for soccer.
2023 – “Home is Where You NurtureIt”
For year three, the transition from arriving to settling ended. This spot was about finding yourself in your new home; a celebration of the vibrant, welcoming spaces Latino immigrants have built in Atlanta. Guided by warmth and inclusivity, the narrative emphasized shared traditions and the powerful, empowering realization of “Now I’m the one welcoming others.”
2024 – “EmbraceYourIdentity”
The journey then positioned Atlanta United as a safe space for authentic cultural expression, elevating the personal stories of local fans (including a rising rapper, an entrepreneur, and a journalist). This spot champions empowerment and diversity by showcasing how deeply the community has embraced the club.
2025 – “Por la Pasión del Fútbol”
Driven by unapologetic cultural pride, the closing chapter of this journey, bridged professional sports with everyday Latino life, through the intersection of streetwear and soccer culture. This approach empowered the community by positioning the retail collection not merely as apparel, but as a lifestyle authentically chosen by and for them.
Somos Atlanta Retail Collections
Every single year, the collection was designed by in-house Atlanta United designer José Hadathy.
MY ROLE:
– Creative direction & original idea
– Storytelling, storyboarding & scripts
– Tone & voice
– Social Media optimization & distribution strategy
– Led a team of eight between content production & set design
– Budgeting & location scouting