As Atlanta prepares to welcome the world for the 2026 FIFA World Cup, adidas and Atlanta-based sneaker and cultural platform Sole Play are celebrating the city’s influence through the launch of the “Press Play” Predator Sala.
For Sole Play founder Anthony “TJ” Bennett, the collaboration arrives at a pivotal moment for the city. With Atlanta set to host World Cup matches in 2026, he believes the global event presents an opportunity to showcase the city’s unique ability to merge culture and innovation.
Developed through the adidas Business Track program, an initiative that supports BIPOC-serving retailers through community investment, mentorship and industry access, the collaboration is rooted in Atlanta’s growing role at the intersection of soccer, technology, gaming, entrepreneurship and culture.
“Atlanta has always been a city where culture and innovation move together,” Bennett said. “The World Cup gives Atlanta an opportunity to showcase that globally.” He points to the city’s thriving music, sports, technology and entrepreneurial communities as evidence of a culture that consistently influences what’s next.
That spirit is central to the project’s “Cheat Code” storytelling concept. While gaming often centers on shortcuts and hidden advantages, Bennett says the real cheat code is much simpler.
“Everyone is looking for a shortcut, but the real cheat code is becoming the best version of yourself,” he said. The message reflects both his own journey building Sole Play and the broader mindset that has defined Atlanta’s creative community for decades.
The collaboration also recognizes how younger generations increasingly experience soccer, gaming, fashion and technology as interconnected parts of the same cultural ecosystem. According to Bennett, Atlanta is uniquely positioned because those worlds already coexist and influence one another daily.
“More than a sneaker, the collection is about confidence, individuality and self-expression,” Bennett said. As Atlanta’s World Cup moment approaches, “Press Play” stands as a celebration of a city that continues to shape culture while encouraging the next generation to create its own path forward.
