P&G

Elevate partnered with P&G to transform Capitanes del Futuro, a virtual career-exposure initiative, into a 360° platform connecting Hispanic communities with brands through storytelling, experiential events, and in-stadium activations at MLS matches.

Through Capitanes del Futuro, Elevate transformed a virtual career-exposure initiative into a 360° platform connecting P&G brands — Gain, Downy, Gillette, and Gillette Antiperspirant — with Hispanic communities through storytelling, experiential events, and in-stadium activations at MLS matches. Today, Capitanes del Futuro reaches Hispanic youth at local schools, youth tournaments, and major cultural events like MexTour, empowering families through career-in-sports experiences rooted in culture, representation, and opportunity.

Elevate transformed Capitanes del Futuro into a dynamic, in-person experience that meets youth where they gather—at local schools, youth tournaments, festivals, and major soccer events. The activation included career exploration zones featuring hands-on experiences in broadcasting, team operations, and sports marketing; family-friendly activities encouraging parent and child participation; and personalized touchpoints with photos, videos, and digital content linking participants to the broader Capitanes community.