Our Game Now

with

Canada Soccer

Overview

From schoolyards to stadiums, Canada’s soccer culture grew up here.

Created for Canada Soccer ahead of the 2026 FIFA World Cup, this brand platform is built on a simple truth: soccer isn't coming to Canada. It's already here. Inspired by the generations of players, families, communities, and fans who have shaped the game across the country, the platform celebrates soccer's rise into one of Canada's defining sports. The launch film brings that story to life through the voice of a young fan, capturing the pride, momentum, and confidence of a nation ready to welcome the world and declare: Our Game. Now.

Experiential

Brand Strategy

Design

Digital

Results & Recognition

“A new campaign from Diamond captures the country's quiet, unstoppable transformation into a soccer nation — just in time for a home World Cup.”