The culture of street football will have a new global showcase with the arrival of Toma Live, Nike's great bet to connect new generations of footballers with an international audience. The event, which will be held this June 7, will bring together more than 150 young talents from 10 countries in small-format competitions that will take place simultaneously in Mexico City, Los Angeles and New York.

The live broadcast can be followed through Amazon platforms, including Prime Video, Twitch and Amazon Music, in an experience that will combine sport, entertainment, music and urban culture.

In addition, the event will feature the presence of renowned world sports figures such as Zlatan Ibrahimović, Clint Dempsey, Alex Morgan and DeMar DeRozan, who will participate during the broadcast to celebrate the growth of this global movement promoted by Nike.

Toma Live, the culmination of a global movement

Toma Live represents the highest point of Toma El Juego, Nike's community platform dedicated to the development of street football. Since its launch, the initiative has promoted more than 100 tournaments on six continents and more than 20 cities, offering spaces for young soccer players to express their creativity and talent on the field.

Thousands of players between the ages of 14 and 18 participated for months in competitions designed to prioritize imagination, freedom and individual expression over traditional sports development formats.

The final day will crown the regional and local champions in the 1 on 1, 3 on 3 and 4 on 4 modalities.

Mexico City will be the protagonist of the Latin American final

One of the Toma Live headquarters will be Mexico City, where the Toma Latin America Final will be held. Teams from different countries in the region will compete in a scenario that seeks to celebrate cultural diversity and the impact of soccer as a community tool.

Meanwhile, Los Angeles will host the big global broadcast and finale Toma La Noche: LA, while New York will host The Showdown, an event developed in conjunction with the Steve Nash Foundation.

Much more than a football competition

For Nike, Toma Live is not just a tournament. The brand defines the project as a cultural moment in which football, music, urban art and new forms of digital entertainment converge.

The broadcast will include musical performances, DJ sets and the participation of content creators and streamers from the global Twitch community, reflecting the close relationship between sport and contemporary youth culture.

Opportunities for future stars

Beyond the media exposure, the event also seeks to open doors for participants. Scouts, sports development managers and representatives from different organizations will attend the competitions to identify emerging talent. Some of the winners will be able to access opportunities such as development programs with Nike, future Toma finals and collaborations with the brand.

“Toma Live” is part of the first global season of Toma El Juego, an initiative that will continue with new finals and experiences in different cities over the coming months, with the aim of continuing to promote the next generation of street football.