Soccer Legends Join adidas at SXSW Premiere

adidas marked the global premiere of “Summer of ’94” at SXSW last night, bringing together several figures tied to the history of U.S. Soccer to reflect on the legacy of the 1994 FIFA World Cup. Among those in attendance were former U.S. national team players Cobi Jones, Paul Caligiuri, John Harkes, and Alexi Lalas, alongside World Cup winner Carli Lloyd.

The film revisits the 1994 tournament hosted in the United States, a moment widely viewed as a turning point for the sport’s growth in the country. The SXSW premiere provided a setting for past and present players to celebrate that era while sharing its continued influence on the American soccer landscape.

To coincide with the event, adidas introduced a “Denim Carpet” installation in reference to the adidas U.S. Denim Jerseys released earlier this week. The carpet offered a thematic backdrop for the premiere, tying the event’s visual identity to the new jerseys.

The adidas U.S. Denim Jerseys reinterpret the look of traditional soccer kits through a denim-inspired design, blending elements of sport and American cultural style. The release forms part of adidas’ broader storytelling around U.S. Soccer heritage and the lasting impact of the 1994 World Cup.

The adidas U.S. Denim Jerseys are available now through adidas.