HAL RILEY - DESIGN LEADER / ADVOCATE / ENTHUSIAST / ADVENTURER
Cheetos: Los Cheetahs Freestyle Soccer National Activation
Brand: Cheetos (Frito-Lay)
Agency Partner: United Entertainment Group
Role: Concept Development, Experiential Production, Brand Identity, Design, Assets and Video production.
Imagine the most talented freestyle soccer players in the world, clad in bright orange with the iconic Cheetos mark across their chest—a mischievous, ultra-playful squad taking the pitch against their arch-rivals, a team representing the exact antithesis of fun.
Two years in the making, Los Cheetahs was brought to life to celebrate pure playfulness at the intersection of lifestyle, sports, and Hispanic culture. Centered around high-flying trick plays, unexpected spectacle, and legendary talent, the campaign debuted with a massive custom beachside stadium build in Southern California before scaling into a major national tour partner—generating over 500 million PR impressions.
The Beach Build: On a warm afternoon in Long Beach, California, a custom pop-up turf stadium was built directly on the sand to host over 5,000 live spectators for the official nationwide tour kickoff.
Unscripted Entertainment & Spectacle: The experience combined a vibrant pre-game Futbol Fiesta, food trucks, and interactive family zones with an action-packed 60-minute match featuring exploding soccer balls, fan penalty-kick challenges, and an unscripted moment where a 70-year-old senior citizen stole the show as a freestyle hero on the pitch.
Legendary Talent Signal: Icon Jorge Campos, the legendary former goalkeeper for El Tri (the Mexican National Team), anchored the launch event—establishing instant cultural authenticity and driving massive cross-market press coverage.
National Expansion: Following the momentum of the Long Beach launch, Los Cheetahs took their signature brand of chaotic, high-energy freestyle soccer on the road for a nationwide tour.
Premier Partnership: In year two, the campaign locked in an official partnership with the Mexican National Soccer Team’s U.S. Tour, integrating Los Cheetahs into major stadium venues across the country.
500M+ Earned PR Impressions: Exceptional earned media reach fueled by the unique pop-up stadium build, high-concept narrative, and star-power participation.
5,000+ Spectators: Max capacity attendance at the custom Long Beach beachside venue.
Tier-1 Tour Expansion: Successfully scaled from an ambitious single-day pop-up into a multi-year national tour feature alongside international soccer royalty.