MLS, Black Players for Change, and adidas unveil special initiatives to commemorate Juneteenth
New pre-match ‘I AM #19’ shirt & campaign honors and celebrates Juneteenth and invites all to participate regardless of race, background or ethnicity.
NEW YORK [June 12, 2024] – Major League Soccer (MLS) today announced a wide-ranging series of initiatives to celebrate Juneteenth in partnership with its Clubs, adidas and Black Players for Change (BPC), an independent organization of Black MLS players, coaches and staff working to bridge the racial equality gap in soccer and society. The 2024 celebrations recognize Juneteenth and amplify the voices of the Black community within and beyond sports.
MLS is collaborating with BPC and adidas to introduce a special edition pre-match “I AM #19” shirt that acknowledges the significance of Juneteenth, celebrates all players as agents of change, and unites around the work yet to be done. The pre-match shirt, designed by adidas Licensed Sports Graphics Manager Todd Stansbury, will be worn by players during pre-match warm-ups prior to MLS matches played between June 15 - June 19.
“Juneteenth is a day to honor the power and promise of the human spirit,” said Sola Winley, Executive Vice President, Chief Engagement and Inclusion Officer of Major League Soccer. “MLS is a community of players from 79 countries, who will join together to amplify in unison the enduring message of freedom and change. A heartfelt thank you to our friends at Black Players for Change, and our incredibly supportive partners at adidas for celebrating the beauty in all.”
In addition to the “I AM” #19 tops, MLS, BPC and adidas are releasing a new “Generations” campaign, which kicks off with a photoshoot featuring FC Cincinnati and U.S. Men’s National Team defender Miles Robinson. A short film will also be released in the coming days. The “Generations” campaign relays the message that for generations, the game and the ball have universally represented courage, resilience, and a pathway to opportunity and freedom. The campaign will highlight the generational connection between first team professionals and Academy players, emphasizing unity, empowerment, and progress within the soccer community.
“It is so important to recognize the ongoing work that Black Players for Change has done and will continue to do for the African American community”, said FC Cincinnati’s Miles Robinson. “MLS, adidas and BPC have provided a platform to celebrate, honor, and educate the league and our fans about African American history with this year’s Juneteenth pre-match tops. It is key to use these efforts as steppingstones to a brighter, more just future for all,” added Robinson.
"Juneteenth holds profound significance in the history and culture of our community, and the 2024 pre-match tops symbolize Black Players for Change's ongoing commitment to honor the past while inspiring future generations,” says Allen Hopkins Jr., Executive Director, Black Players for Change. “Through this collaboration and partnership with Major League Soccer and adidas, the pre-match tops serve as a powerful reminder of our shared journey and the progress we continue to strive for within the sport and beyond. They embody the principles of equality and connectedness, emphasizing that when we stand together, we are stronger and more unified in our pursuit of advancement and equality."
Fans are encouraged to join the celebration and show their support by wearing the special “I AM #19” pre-match shirt. MLS will also feature educational content and storytelling around Juneteenth across its digital and social media platforms, ensuring that the day is highlighted throughout the league.
For more information on the Juneteenth initiative please visit www.MLSsoccer.com. The “I AM #19” pre-match tops can be purchased at MLSstore.com and at stadium retail locations. A portion of the proceeds will be going to support initiatives and organizations focused on racial equity and social justice.
About Major League Soccer
Headquartered in New York City, Major League Soccer -- celebrating its 29th season in 2024 -- features 30 clubs throughout the United States and Canada, including a new expansion team in San Diego that will debut in 2025. All MLS, Leagues Cup, and select MLS NEXT Pro and MLS NEXT matches can be watched through MLS Season Pass, available on the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes, and game consoles, and the web at tv.apple.com. MLS Season Pass features the most expansive and accessible lineup of programming ever for MLS fans. For more information about MLS, visit mlssoccer.com. For more information about the Apple TV app, visit apple.com/apple-tv-app.
About Black Players for Change (BPC)
Black Players for Change (BPC) is an independent 501(c)(3) nonprofit organization consisting of Black players, coaches and staff from Major League Soccer to bridge the racial equality gap in soccer and society through advocacy, education/governance and advancement.
About adidas
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs more than 59,000 people across the globe and generated sales of €22.5 billion in 2022.
Media Contacts:
LaQuita Washington
lwashington@alliedglobalmarketing.com
Tamia Gregory
tgregory@alliedglobalmarketing.com
