When the Atlanta United prepared to unveil its 2026 kit, its potential for making headlines was never in doubt. To ensure the launch would be as exciting as the design, the soccer team enlisted our events team, and we took the Spirit of ’96 theme to its ultimate height.

But before we talk about the event décor, let’s consider the inspiration.

Spirit of ’96 Atlanta United 2026 Kit

For this year’s kit, the Atlanta United paid homage to the 30th anniversary of the Summer Olympic Games hosted in Atlanta.  According to the team website, all features of the kit honor 1990s culture, the Centennial Olympics, and the city. The green palette offers a nod to a hue featured in the 1996 Olympics branding, as well as Atlanta’s “city in a forest” urban tree canopy.

Gold highlights like the jersey’s crest and stripes call to mind a medal – the U.S. brought home 44 gold ones in 1996 – while the sash’s multicolored leaves symbolize internationality. Additional nostalgic Olympic details include “ATL” framed by a laurel wreath and Roman numerals in the collar noting 1996 and 2026.

The timing is perfect, as the world’s eyes will once again turn to Atlanta this summer when the city and Mercedes-Benz Stadium, Atlanta United’s home venue, welcome eight FIFA World Cup matches.

How It Started

By now, the Spirit of ’96 kit is well known, but in the beginning of the event planning process, everything was kept under wraps – even from us. With the actual palette and design being top secret, we were guided by three colors the client provided and started from there.

The event took place at the Delta Flight Museum, one of our favorite venues, and welcomed 800 Atlanta United seasons ticket holders and supporters.

We started by strategizing the floor plan, which allowed us to move forward with choosing types of sizes of graphics, seating, and centerpieces. The museum was divided into the entrance and lobby, a guest seating area, a VIP, a second VIP for the stage, and a place for merchandise.

The Kit Pop-Up Shop

One of the biggest tasks was to build a store where the team would sell the kit on-site. We accomplished it by constructing a series of walls, including six 20-by-8-ft. branded SEG (silicone edge graphic) walls and five 8-by-8-ft. double-sided branded SEG walls on wheels. With this configuration, we kept the jerseys hidden until the big reveal, then rolled away some of the panels to create a store entrance and exit.

Inside, we used gridwall panels, hooks, and accessories to display merchandise and brought in additional retail necessities like mannequins and clothes racks. We decorated the shop with framed sports photos and added a branded checkout counter. The shopping experience was complete.

An Exercise in Acceleration

Like a perfectly timed drill, the event exhibited flawless execution. We had about a month to make it happen, and getting started without the final branding or the exact jersey color, which was top secret until the last moment, raised a few challenges. Working with a digital version of the jersey, we color matched paint twice, but it was not exactly right. Finally, just before the event, jersey in hand, we were able to perfect the paint color, and the walls came to life.

Throughout the room, teal greens and bold golds transformed the space. A variety of seating options and lounge groupings laid out like a supporters section welcomed guests for the evening’s presentation and celebration.

Sculptural green and gold centerpieces that shied away from florals and instead paired verdant organic accents with metallic lamps and acrylic branded pieces topped the tables. A gold torch sculpture completed the look – we designed these one-of-a-kind figures then 3D printed them.

Environmental branding echoed each detail of the new kit, including a gold Atlanta United logo in the center of an arched feature window. A podium-inspired photo spot with Spirit of ’96 details and a branded phone booth for recording messages to the team enhanced the event’s potential for long-lasting memories.  

It was an honor to partner with our city’s beloved MLS team on the introduction of their historic kit. As we head into a summer of soccer, we’ll be ready for match day every day.