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Episode 23 – Kevin Massar • The Field Dream | Building Soccer Club Identity: Community Culture, Local Storytelling & Better Uniform Systems
Description
What if local soccer clubs had the same level of identity, pride, and storytelling as the teams we watch every weekend?
🎙️ In this episode of The Fashion Translator, Claire Lys sits down with Kevin Massar, co-founder and CEO of The Field Dream — a design-led soccer culture brand helping clubs build their identity through uniforms, fanwear, and community-first experiences.
From his transition out of global corporate roles into a startup, to the realities of building grit, systems, and authentic growth — Kevin shares what it really takes to build a brand that serves people and the game.
This conversation dives into:
• How design shapes club identity and belonging
• Why U.S. youth soccer became “pay-to-play” — and what’s missing
• What it looks like to build a community hub beyond product
• The real startup challenges: resources, logistics, tariffs, and momentum
• Growing through events, partnerships, and organic relationships (not just ads)
• Where automation and AI can actually help a small brand right now
If you care about club culture, youth sports, brand-building through design, or building a business with real community gravity — this episode is for you.
Guest:
👤 Kevin Massar
Brand:
🏷️ The Field Dream
🌐 Website
✨ Connect with Claire Lys - to explore how AI and innovation can elevate fashion brands, or to be featured on The Fashion Translator.
🎥 Intro video by Rana Unity