From Culture to Cleats: Adidas, Sekou Thornell Spotlight Black Excellence

Boardroom spoke with the founder of Kitboys Club & brand marketer for Atlanta United about the Adidas partnership, expanding representation in soccer, and more.

Soccer is revered as the global game that unites everyone from all socioeconomic backgrounds. Whether playing on a makeshift pitch or at Mercedes-Benz Stadium, one of the largest venues in the country, the competition has the potential to breed legendary players while simultaneously building community.

As the kit sponsor of MLS, Adidas is all but permanently stamped within soccer culture at the domestic level and through its athlete ambassador program, also at the international level. Thanks to partnerships with legends like David Beckham and Zinedine Zidane, and in the modern era, Jude Bellingham, we see how those affiliated with Three Stripes earn long-term loyalty from millions of footy fans. Boardroom saw this firsthand down in Georgia as Atlanta United celebrated its faithful fanbase and the creatives behind the several officially recognized supporter groups.

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Through its Honoring Black Excellence (HBE) spotlight program, launched in 2019, Adidas has partnered with visionaries who embody the culture of soccer and kinship, someone committed to developing a platform where Black voices not only participate in the sport but shape it. Enter Sekou Thornell, brand marketing for Atlanta United and founder of Kitboys Club, a creative collective that blends soccer, fashion, and community storytelling. With Kitboys Club, Thornell advocates a more inclusive and representative game, using limited-edition apparel and urban aesthetics to make soccer more accessible to American audiences.

“Sometimes people don’t get into the game from the playing side. They might get in through fashion, sneakers, or music,” Thornell told Boardroom. “The goal for me is to provide as many new experiences as I can here in the city, that way if you’re not a fan of the playing side, you can become one. I’d also like to provide more community impact from the on-field side so kids can stay in the game as long as possible.

“Atlanta has always had a very diverse fanbase that has been in the game from the youth level, even when we didn’t have a team. When you think about the language of soccer, it speaks to any culture across the platform, and not to mention, we’re in one of the most diverse cities in the United States.”

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Adidas uplifts Thornell’s vision of expanding representation and celebrating Black identity in the global game. Together, they’re creating space for authentic expression and empowering a new class of future players and front office execs to see themselves reflected in the beautiful game. To commemorate Thornell’s efforts, Adidas HBE unveiled a short film chronicling his rise, highlighting his accomplishments and his continued influence. While the feature centers on Thornell’s personal story, it also showcases his work through Kitboys Club and broader projects spanning photography, videography, music, and web design, driving soccer’s continuous evolution.

“Adidas has really stepped up with a desire to be a part of the culture here and has pretty much given me a megaphone to create more experiential events and really create some change at the grassroots level. You see how soccer has grown to be a part of the Atlanta identity. The way we walk, the way we talk here and Atlanta being a Black mecca, that’s a direct representation of that.”

In addition to the film, Adidas is deepening its investment in Thornell’s mission by providing a substantial grant to support Kitboys Club’s continued efforts to expand access to the game, foster creative expression, and empower the next generation of Black soccer innovators. With innovative partnerships like Adidas has with Sekou Thornell, soccer’s reach and impact are poised to expand even further.