NEW BALANCE

FOOTBALL’S NEXT WAVE

Forget chants and terraces. This is new culture.

We sought out young people across the globe living football on their own terms - through music, fashion, identity, and community.

The documentary series spotlighted vibrant cultural movements in Atlanta, Tokyo, and the UK. Collaborating with grassroots zines like Shukyu in Tokyo and Eight by Eight in the States, we kept the story rooted in real scenes, not clichés.

Vital football culture that lives beyond the pitch.