To redefine next-gen sports fandom, Major League Soccer partnered with OS Studios to merge football with key cultural touchpoints for Gen Z: gaming, music, and digital culture.
The takeover unfolded across multiple days, starting with the high-energy Adidas Kickback, where gaming, fashion, and nightlife collided to welcome fans into the eMLS universe. Live musical performances and next-gen panels brought creators, players, and cultural voices together. The momentum continued at The Whitney Museum of American Art, where OS Studios reimagined the space into an immersive fan environment blending football culture with contemporary art. The experience culminated in the broadcast production of the eMLS Cup Finals, delivering a professionally produced esports moment that felt as electric as a matchday stadium. Through immersive experience design, turnkey production, and broadcast, OS Studios helped MLS create a new blueprint for fandom where sport, culture, and community meet.
