Pride in Each Other

Fans co-create artwork to build a more inclusive game

For the second consecutive year, Common Goal is teaming up with Amplifier, an award-winning media lab, to release a line of merchandise aimed at helping make soccer more inclusive for all. 

“Pride in Each Other,” is a collection co-created by eight supporter groups across North America, all of who are taking part in Play Proud training, and Thomas Wimberly, a Louisiana-based artist. At a time when LGBTQ+ rights are under attack across North America, the artwork seeks to amplify Play Proud’s message and help make soccer a welcoming space for everyone. 

Just halfway into 2023, over 500 bad bills have been introduced across 49 US states, including the most anti-transgender bills ever filed in history. Play Proud takes a holistic and collective approach to fight back. 

Play Proud is a 100+ hour diversity, equity, and inclusion training program that unites professional clubs, supporter groups and community organizations across soccer leagues and countries. Using an intersectional approach, Play Proud aims to address the various barriers that keep marginalized and under-resourced communities (LGBTQ+ and BIPOC communities) underrepresented at a youth level, on soccer player rosters, and in front offices and stadiums. 

 
To that end, Play Proud is working closely with eight clubs from five leagues across North America ahead of the joint 2026 Men’s World Cup: 
 

• CPL: Vancouver FC (Vancouver)  
• MLS: Toronto FC (Toronto), Seattle Sounders (Seattle, WA)  

• NWSL: Gotham FC (NYC), Kansas City Current (Kansas City, MO) 
• USL Championship: New Mexico United (Albuquerque, NM), Detroit FC (Detroit, MI) 
• USL League One: Union Omaha (Omaha, NE) 

 
Amplifier worked with and between their fan groups to co-develop the “Pride In Each Other” artwork, which is AR-activatable – when scanned the design comes to life. 

Amplifier worked with and between their fan groups to co-develop the “Pride In Each Other” artwork, which is AR-activatable – when scanned the design comes to life. 

The artwork was first publicly shown at Gotham FC’s Pride match against San Diego Wave FC on June 4th in front of a record-breaking crowd of over 15,000. Gotham’s fan group Cloud 9 came together with South Bronx United, a New York City football for good organisation, to create a tifo using the “Pride in Each Other” artwork. 

This campaign builds off the successes of Common Goal and Amplifier’s first collaboration, which featured artwork by Yash Pradhan and was built out into an AR-activated merch collection as well as a digital fan education tool. The artwork and messaging from last year’s campaign were featured in the Real Madrid versus Juventus game at the Rose Bowl Stadium to an audience of nearly 94,000, the highest attended soccer match in the US since 2018, as well as in Forbes magazine. 

The merchandise is now live on Amplifier’s website and 100% of proceeds go to Play Proud. 

Head to https://store.amplifier.org/ to view the “Pride in Each Other” collection.