Kit Stories: How Atlanta Influences Everything Created the Infamous 404 Kit for Atlanta United

Atlanta United’s 404 Kit wasn’t just another jersey—it was a cultural moment. In this episode of Kit Stories, we sit down with Tory Edwards and Bem Joiner, two-thirds of the Atlanta-focused agency Atlanta Influences Everything, to break down how they designed one of the most polarizing kits in MLS history.

From the origins of the collaboration to the creative process behind the 404 Kit, Tory and Bem share how this jersey tapped into Atlanta’s hip-hop legacy ans 90’s airbrush culture to create something unapologetically ATL. They also talk about the kit’s reception, from soccer fans to the city’s biggest cultural figures, and how it cemented Atlanta United’s connection to the culture.