The founder and creative director of the buzzy Los Angeles-based streetwear store 424, Guillermo Andrade, has officially been named Creative Advisor to the Leagues Cup.
The Leagues Cup combines both Mexican Liga MX teams and North America’s MLS together in a highly anticipated tournament. With Andrade as the Creative Advisor, his role is to oversee everything from collaborations to custom-designed apparel and fan merch. The Leagues Cup tournament consists of 77 matches and is set to run from July 21 to August 19.
To expand the reach of the tournament, the MLS has tapped Andrade to consult on the cultural and visual storytelling initiatives that will intersect both the sport and fashion, design and art. Andrade has been a lifelong soccer fan. He told Hypebeast, “There are people who are very religious. There are people who have hobbies. And most of those times, this thing captures your spirit. Right?For me, it is football. It has always been football, soccer, and football. The moment where I felt completely 100% myself.” Having played his entire life, his involvement with the Leagues Cup means a lot to Andrade.
When talking about his new role as Creative Advisor, Andrade expands on what fans can expect from him. He states, “Well, the Leagues Cup story very much aligns with my personal story, and there’s a lot of places where it really links up. It’s a perfect opportunity to do something for the first time.” He adds, “It’s going to come in content, it’s going to come in storytelling, it’s going to come in highlighting the two very different cultures. I represent both, and they represent me. So what does that look like for potential merchandise, potential collaborations, content, you name it.”
Andrade will not only be creating and designing a new line of fan merch but it is set to tell the story of his own personal experience as a Hispanic immigrant. Bringing the game to life, the content will be distributed through Apple TV+, MLS’s partner for the Leagues Cup.
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