Why Sole Play Sees The FIFA World Cup As A Launchpad For Black Innovation Across Gaming, Sports And Tech

As Atlanta hosts matches during the 2026 FIFA World Cup, Anthony “T.J.” Bennett believes the city is poised to showcase something much bigger than soccer.

For Bennett, founder of Atlanta-based cultural platform Sole Play, the tournament represents an opportunity to highlight how Black creators, entrepreneurs and communities are shaping the future of culture across sports, gaming, technology and entertainment.

“Atlanta has always been a city that drives culture forward across music, fashion, sports and technology, and I think the World Cup is only going to amplify that globally,” Bennett told AFROTECH Culture. “Soccer naturally fits the energy of Atlanta because it’s rooted in diversity, creativity and community.”

That intersection of culture, technology and identity is central to Sole Play’s latest collaboration with adidas, the adidas x Sole Play “Press Play” Predator Sala. Developed through adidas’ Business Track program, which supports BIPOC-serving retailers through mentorship and community investment, the project uses gaming and soccer as a lens to explore how younger generations are redefining success.

According to Bennett, today’s audiences no longer view gaming, sports, music and fashion as separate worlds.

“The next generation doesn’t separate gaming, sports, music and fashion anymore. It’s all connected through how they express themselves,” he said.

While mainstream conversations around Black culture have historically focused on sports and music, Bennett argues that gaming, anime and technology have always been part of the community’s identity, and they’re only now receiving broader recognition.

“Our love for gaming, anime, tech, and fandom was always there,” Bennett said. “Now, younger generations are uniting all these realms to redefine identity. Press Play shows Black culture leading across every platform, boldly and authentically.”

Building Community Beyond Retail

Founded in Atlanta, Sole Play has evolved beyond a traditional sneaker retailer into a platform centered on storytelling, community experiences and cultural engagement.

That evolution has helped the company navigate a challenging retail environment while maintaining strong ties to its local audience.

“We’ve focused on building experiences, not just selling products,” Bennett explained. “Whether it’s watch parties, youth initiatives or community activations, we want people to feel connected to something bigger.”

The company has also intentionally created space for fandom communities that have often existed outside the spotlight.

“We’ve intentionally elevated fandom spaces within Black culture, not just through streetwear and sneakers, but by giving voice to broader passions like gaming, anime and tech,” Bennett said. “Our purpose goes beyond product: it’s about creating a home for those voices.”

Why Atlanta Matters

Bennett sees Atlanta as proof that innovation ecosystems can thrive far beyond traditional tech hubs like Silicon Valley.

As conversations around entrepreneurship increasingly expand across the country, he believes Black founders and creators have an opportunity to build businesses rooted in ownership, authenticity and community.

“Cities like Atlanta are proving that impactful ecosystems can be built outside traditional spaces,” Bennett said. “By building these ecosystems together, whether through tech, retail or lifestyle, we create a future on our own terms.”

For Bennett, that future depends on more than products or campaigns. It requires founders willing to invest in culture, community and the next generation of creators.

“Community-centered brands understand that real engagement comes from relationships,” he said. “We’re boots on the ground, immersed in the community, understanding real needs. We use our brand power to uplift individuals and communities, ensuring we’re not just participating, but elevating the culture in meaningful ways.”

The post Why Sole Play Sees The FIFA World Cup As A Launchpad For Black Innovation Across Gaming, Sports And Tech appeared first on AfroTech.

The post Why Sole Play Sees The FIFA World Cup As A Launchpad For Black Innovation Across Gaming, Sports And Tech appeared first on AfroTech.