Recently, somewhere in the middle of your daily scroll, you’ve probably come across the 2026 Soccertes Football Tour – flashes of five-a-side games, music in the background, great food, and even better kits.
Travelling through London, Milan, Paris and, finally, Amsterdam from March 13, 2026, the Soccertes Football Tour, in partnership with Under Armour, sits comfortably in that space between sport and culture. Part football tournament, part cultural gathering, these are the occasions that reflect a broader idea about the game and that most of football’s most interesting moments happen away from the pitch.
After all, at any Soccertes event, football is only the beginning. Yes, there are five-a-side matches, with teams drawn from local creative communities take to the pitch and compete across short, sharp games, but the real energy emerges afterwards, when the music starts, the drinks appear, and the players, designers, photographers and friends drift into the same conversations.
For Cameron Jones, founder of Soccertes – which at its core is a New York-based football-inspired clothing brand and creative collective – this approach mirrors the way the label itself has evolved.
“Soccertes started as a lifestyle brand, that’s how I originally shaped it when I first began building it,” he tells me. “But as I’ve grown and the brand has grown, I’ve realised it’s really much more than that.”
Sure, clothing still forms the foundation and designing pieces and building collections remains central to the project, but over time Soccertes has expanded beyond fashion into something broader: a platform for events, collaborations and creative projects connected to football.
“This is where our ethos of building the world around football comes from,” Jones continues. “Clothing was the catalyst and entry point, but what we’re building expands beyond that. We produce events, collaborate with different creatives and create moments around the game.”
The roots of Soccertes stretch further back than the current moment in football culture. The concept originates with Jones’ grandfather, Clive Toye, who served as General Manager of the New York Cosmos during the NASL era in the 1970s.
At a time when football was still unfamiliar to much of the American public, Toye played a key role in growing the sport’s profile, including helping bring Pelé and Franz Beckenbauer to New York.
Alongside that work, he also experimented with creative ways to communicate football culture to a new audience. One of those ideas became Soccertes, a cartoon character inspired by the philosopher Socrates, designed to “spread knowledge of the game”.
Working with Disney artist Milt Neil, Toye developed sketches, concepts and early merchandise before the project eventually disappeared into storage. More than fifty years later, Jones rediscovered the materials while helping his grandfather clear out a storage unit.
“I came across the original sketches and pieces and was immediately drawn to them,” he says. “It felt like discovering something that had been waiting to be found again.”
Raised by his grandparents, Jones saw reviving the idea as a way of continuing a family story. “That’s why I always say Soccertes is a family brand,” he says. “Everything about it traces back to them.”
That same sense of connection shapes the way Soccertes approaches its events. While football forms the entry point, the focus sits firmly on community. “At our core we’re a creative platform, but we’re also a community brand built around a community game,” Jones says. “Football has always belonged to the people.”
The idea draws on advice his grandfather often shared from his Cosmos days: “Don’t come and see us until we’ve come to see you.” In other words, connection with communities must come before expectation. That philosophy runs through the Soccertes Tour. Matches might kick off the evening, but the real aim is to create spaces where people meet, collaborate and exchange ideas.
“When you go to a football match it’s never just about the ninety minutes,” Jones says. “It’s the atmosphere, the music, meeting friends before and after. That’s what we try to capture.”
In many ways, the tour simply reflects football culture as it exists today – a place where sport, style, music and creativity constantly overlap. Or, as Jones put it: “Football is the global game, but it’s also the people’s game. It connects everyone.”
You can keep up with everything Soccertes via its website and Instagram
