We live in a beautiful time where soccer and culture are overlapping more than ever. The unique ethos of the beautiful game and everything that surrounds it continues to evolve with people from diverse backgrounds and perspectives shaping its culture and helping it grow.
There is no better example of the collision of soccer and culture than the Los Angeles based soccer league, The Association. Born out of a desire to grow the sport through culture, The Association blends the best of music, art, and fashion with some of LA’s best brands and most influential social media personalities.
Started in 2018, the goal of The Association was to create the most dynamic and interesting soccer league in the United States. A league that wasn’t based solely on the competitiveness on the pitch but the culture and the people vying to make soccer more than just a game but a culturally diverse movement. The Association has become a hub for LA’s creative community that also happens to have a deep love for the beautiful game.
In the second installment of the league, The Association has brought back six original teams from season one (Beats by Dre, Complex, SpaceX, 424 on Fairfax, Niky’s Sports and Dash Radio) and added two new teams for season two (ShoeSurgeon and Guess). These brands represent some of the best that LA has to offer in terms of tech, fashion, media, music, and retail. And as diverse as the teams are, each of them shares a deep love for soccer, the culture and they all have a desire to help grow the sport not only in Los Angeles but across the US.
Each team in the league is given the opportunity to flex their creative muscles and design one of a kind kits that can only be seen on Association game nights—custom made kits by SpaceX, The Shoe Surgeon, 424, Guess and other paragons in their fields. These uniforms have helped drive the story around creativity within the league and pushed the boundaries of what a soccer league looks like.
The Association is truly an example of “the whole is greater than the sum of its parts.” The teams, players and kits are just a part of the story. Each game night is designed to give fans and players an experience that goes above and beyond the games. Through partners adidas, el Jimador, and Kona fans are treated to the incredible music from resident DJ Kappa as well as free tacos, tequila, and beer.
For more hands-on experiences, FutPool provides a novel soccer-meets-billiards competition. There are also FIFA video game stations onsite.
In addition to the music, the food, and the drinks, each game night features a unique activation. In the spirit of competition, season two includes a number of exclusive battles including a live art battle curated by Secret Walls, a barber battle featuring some of LA’s flyest barber shops, and a B-Boy battle that brought back serious 1980s breakdancing vibes. With three weeks left of season two and the playoffs beginning this week, The Association team has a few more tricks up its sleeves for the final activations.
The Association is a celebration of soccer and the culture that it inspires. The goal of the league has always been to elevate the sport for existing fans and use culture as a bridge to new fans.
Season two of The Association has three weeks left. If you are in Los Angeles on a Thursday night between now and June 13th, stop by for a drink. Eat a taco. Watch some incredible games and connect with the beautiful community that we are all a part of.
Thursday nights from 8pm-11pm The Base LA
352 N. Ave 21
Los Angeles, CA 90032
Entry is free and The Association is open to all ages.