Illustration generated with AI. No real players, teams or venues are depicted.
ATLANTA — ExperienceXI launched a Nike-backed experiential soccer platform on August 26, giving players, coaches and club leaders from Nike-affiliated youth clubs access to elite training environments, coaching education, international competition and major match-day events.
The Atlanta-based company will offer programming in five areas: domestic experiences at the Arthur M. Blank U.S. Soccer National Training Center; international academy programs and tournaments; global-event activations; leadership and coaching education; and customized experiences for Nike’s premier youth clubs.
“We don’t sell trips. We create environments that expand how people train, compete, lead, and essentially, how they see and feel the game,” said Phil Hill, President and Co-Founder. CEO and Founder Billy Hartman described the platform as “the experiential layer that sits underneath Nike’s expansive global soccer relationships.”
ExperienceXI has already held two Concorde Fire festival activations at the National Training Center and two executive-director symposiums tied to international matches at Mercedes-Benz Stadium. Its early programming also included an 11-day U.S. Club Soccer id2 program combining training inside two elite professional club environments in London with opening-weekend league matches.
The launch follows Nike’s six-year partnership extension with US Club Soccer, announced August 7, which renewed Nike as the organization’s official footwear, apparel and equipment supplier and its support of programming including id2.
The platform is now available across Nike’s partner youth soccer network. ExperienceXI said it intends to apply its operating model to other sports, with soccer as the foundation.
Analysis: What parents still don't know
The announcement is clear about what ExperienceXI offers and who it’s built for, but not what it costs, who pays, or how a family would enroll. Programming is described as built for Nike-affiliated clubs, with no published application or selection process, and the company notes that “certain experiences, venues, clubs, federations and programming elements are subject to partner approvals, availability and scheduling.” For now, those are questions to raise with your club’s leadership rather than expect from a public price list.
Sources: ExperienceXI · Youth Sports Business Report · US Club Soccer
Ron Stitt
Co-Founder, U.S. Soccer Parent