23 Jun 2025

MLS x THE/STUDIO

1. About the Client

Major League Soccer (MLS) stands as the top professional soccer league in North America, recognized not only for its competitive men’s division but also for its sustained commitment to youth development. Through a range of initiatives designed to elevate the next generation of talent, MLS continues to expand its influence at both the national and international levels.

One of the league’s most prestigious youth initiatives is the Generation Adidas Cup, a global U17 tournament that draws elite academy teams from MLS clubs as well as renowned international football programs. The competition serves as a vital development platform—where young athletes are tested against top-tier opposition and given a stage to showcase their ability in front of scouts, coaches, and the broader soccer community.

For these players, the tournament isn’t just another match—it’s a career milestone, a chance to compete at a professional standard, and often the first taste of a championship atmosphere.

2. Client Needs

In preparation for the 2024 U17 Generation Adidas Cup, MLS reached out to THE/STUDIO with a clear but ambitious goal: to create custom die-struck medals that would rise to the occasion and reflect the full weight of the event’s importance.

These medals needed to embody the prestige of the tournament and serve as lasting mementos of the players’ achievements. More than simple giveaways, they were to become symbols of excellence—designed for the podium, the locker room, and years of personal remembrance.

MLS requested:

• A high-relief metal design to allow for intricate details such as logos, tournament titles, and event year
• A purely metallic finish—free of enamel or printed elements—to preserve a timeless and elevated aesthetic
• A solid and weighty feel that conveyed value and permanence
• A high-quality woven jacquard ribbon that not only looked premium but remained secure when worn by active players during ceremonies and celebrations

These medals had to balance form and function—visually striking under stadium lights while still resonating as meaningful personal tokens for every athlete who earned one.

3. Our Solution

THE/STUDIO collaborated with MLS to create a series of shield-shaped, die-struck medals that embodied both the legacy of the league and the aspirations of its rising stars.

Each medal featured:

• A bold front design, crafted in raised and recessed metal detailing, highlighting the iconic MLS shield and tournament identity without relying on color
• A clean, engraved reverse side displaying the text “2024 U17 Generation Adidas Cup Champion”, marking the event and title in timeless relief
• A durable, brushed and polished metal finish that gave the medal visual depth while enhancing its tactile weight

The medals were paired with custom-woven jacquard ribbons, designed to match the professionalism of the event and remain secure during active movement. The structure of the ribbon and its patterning added to the high-end, ceremony-ready finish—no printed surfaces, only woven texture.

Photo samples were provided throughout the production process, allowing the MLS team to confirm detailing, finishes, and logo accuracy before full-scale manufacturing.

4. Final Outcome

Presented immediately following the final match, the medals were met with excitement and admiration. Their shield shape and monochrome metal detailing gave them a standout presence on stage. The front-facing MLS identity offered instant recognition, while the engraved back served as a personal mark of victory and memory.

As players stood shoulder to shoulder, medals around their necks, the craftsmanship was unmistakable. Coaches and staff noted how the medals added emotional weight to the moment—transforming a great performance into a tangible milestone.

These weren’t generic awards. They were custom-forged symbols of a journey, presented at one of the most important stops on a young athlete’s path to professionalism.

5. Results

The 2024 Generation Adidas Cup medals became one of the most iconic elements of the tournament. Coaches, players, and event organizers praised not only the look and feel but the attention to detail—particularly the elegant handling of the front and back design, and the lasting quality of the die-struck metal.

Each piece told a story—of preparation, perseverance, and peak performance. And for THE/STUDIO, it was an honor to contribute to such a defining moment in the careers of tomorrow’s soccer stars.