Don’t You Mean Football? Decoding the Rise of American Soccer Culture

This newsletter, written for TRIPTK (branding agency), explores how brands get soccer in America wrong. Instead, I offer a blueprint for encoding soccer’s culture capital in the United States. Read it here.

• Cultural listening

  Conducted primary research (interviews, soccer events), and secondary research (substack posts, articles, brand audits, trend audits) to uncover insights on how America relates to soccer and soccer relates to America.

• Storytelling

  Distilling complex cultural insights into digestible and compelling written format for brand experts and lay readers.

• Cultural Strategy

  Used cultural capital framework, from Bourdieu, to advise brands on shaping culture in anticipation of 2026 World Cup.