Canada Soccer -
The Jersey Swap

In the lead-up to the 2026 FIFA World Cup, we created OUR GAME NOW - Canada Soccer's new platform built around one simple truth: soccer isn't coming to Canada. It's already here. Then Italy failed to qualify, breaking the hearts of more than 1.5 million Italian Canadians. So we made them a cheeky offer: trade in their Azzurri jersey for a Canada kit and skip the four-year wait. The next day, we set up shop in Toronto's Little Italy. Hundreds made the swap, the story travelled around the world, and Our Game Now became their game too.