Project 17 Cup: Show Your Step

Project 17 Cup is Premier League footballer Alex Iwobi’s annual football tournament for underrepresented communities. Through football, it brings together young players, creators, fans, and cultural voices into the same space. The 2025 tournament needed an identity that was loud and authentic to the football community.



As the professional game has become more controlled, players have become more cautious. This campaign pushed back against that tension and reclaimed expression as something worth celebrating. Show Your Step.



Show Your Step became a call for young ballers to own their individuality instead of hiding it.