La Colombe launched its World Cup campaign and broader brand platform, Must Be The Coffee, on June 12 to coincide with the U.S. Men’s National Team’s first match of the 2026 tournament, which ended in a blowout 4-1 victory over Paraguay.Produced with agency partner Uncommon New York, the campaign features a 60-second documentary-style spot that blends footage of soccer matches, shots of sports fans and landmarks around Philadelphia and the coffee-brewing process.“I think the U.S. is going to take it all this summer. That’s just what I believe,” says the main interview subject in the ad. “We’re from Philly. We are insane. In this city, we don’t just root for the dark horse. We bleed for them … because we are them. We’ve been believing in the impossible for 250 years.”The spot’s central focus on Philadelphia, the home of La Colombe, highlights the city’s sports culture and taps into its infectious energy while rooting for the USMNT this summer. Everyone featured in the spot is a local Philadelphian, including youth soccer players from the La Colombe-sponsored Salone FC, cheerleaders for the Philadelphia Eagles, La Colombe baristas and a SEPTA driver with a tenure of over 25 years.“With Must Be The Coffee, we wanted to make something that felt truly Philly — a city built on grit, optimism and irrational belief that defines the fans of the city,” Gary Van Dzura, ECD at Uncommon, told Campaign. “As the USMNT takes the world stage on home soil, this is our celebration of the community that taught us to believe anything can happen.”Leigh Powis, an award-winning filmmaker known for his work on campaigns for sports brands, directed the spot. Both a 60- and 30-second cut will run on digital and during World Cup matches on Fox in Philadelphia, New York and Los Angeles. The brand also took out a full-page ad in The Philadelphia Inquirer and secured out-of-home placements near World Cup stadiums in Charlotte, North Carolina, and New York City.To extend the campaign nationwide, La Colombe partnered with the American Outlaws, a fan club dedicated to the U.S. men’s and women’s national soccer teams, to provide its canned lattes and cold brews at watch parties throughout the country, which will feature limited-edition packaging in honor of U.S. soccer. It will also offer its canned drinks at the official USMNT fan headquarters, U.S. Soccer House, in Venice Beach, California, through June 26. The brand provided USMNT with a full-time barista at its Irvine, California, base camp and is releasing a short behind-the-scenes content series on YouTube at its Stars & Stripes House. It’s also offering guests who wear U.S. soccer merchandise on USMNT match days free iced Americanos at select cafés nationwide; this was the subject of its full-page ad promotion in the Inquirer.La Colombe serves as the official coffee partner of the USMNT. Chobani, the USMNT’s official nutrition partner, acquired the brand in 2023.