Clive Toye: SOCCERTES and the New York Cosmos
My grandparents have profoundly shaped my life. Since the age of eight, they have raised me, instilling in me the values of their English heritage—many of which I learned through their love of football. From an early age, I was captivated by my grandfather’s incredible stories about the early days of professional football in America, sparking a lifelong passion for the sport.
Those stories ultimately led to the creation of SOCCERTES—a promotional cartoon originally designed to raise awareness of professional football in the U.S.—which has since evolved into something far greater.
When I heard that Admiral were releasing a new New York Cosmos range I was keen to get involved. Here I am wearing the Ringer fan t-shirt with the iconic logo made famous in 1970s New York. My family have strong ties to this era and the development of a squad that took the U.S. by storm.
"Americans will never play this game."
This was a statement that was bandied about on many occasions as my Grandfather, Clive Roy Toye, worked tirelessly to grow the beautiful game in the U.S. He understood that football’s future in America depended on building interest from the grassroots level. While youth participation surged in the early 1970s, it became clear that the game needed to expand at a higher level—both in knowledge and global recognition. His vision was ambitious yet clear: bring the World Cup to the U.S. (a dream realised in 1994) and sign a world-class player who could ignite the nation’s passion for football. But not just any player—the greatest player in the world: Edson Arantes do Nascimento, known to you and me as Pelé.
My grandfather knew that success hinged on securing the right investor to build a world-class team in New York. With that goal in mind, he became General Manager of the New York Cosmos, a club with the potential to attract global superstars. Pelé was intrigued by the prospect of joining the NASL, but only if the deal made financial sense. After years of negotiation and investment from Warner Communications, Pelé was finally unveiled to the world on June 10, 1975.
That moment cemented Clive Toye’s place as one of the most influential figures in U.S. football history.
"The Pelé deal was the transfer coup of the century."
Years later, while helping my grandfather sort through storage, I stumbled upon a t-shirt, a poster, and a few sketches—each featuring a forgotten promotional cartoon called SOCCERTES, originally created in the early 1970s to promote professional football in the U.S. That discovery sparked something within me. It reconnected me to my grandfather’s vision and inspired me to revive SOCCERTES—not just as a brand, but as a movement that blends football, creativity, and culture in a way that honours his legacy.
This journey has been about more than just football. It’s about the power of storytelling, the ability to unite people through shared passion, and the relentless pursuit of a dream. My grandfather was—and remains—a pioneer of the game, and SOCCERTES is a testament to his unwavering belief in its future.
Rooted in our family’s deep connection to both football and the city of New York, SOCCERTES is now stepping into a new era—one that fuses sport with design to create something truly special. Just as my grandfather helped shape football in the U.S., we aim to do the same at the intersection of football and culture.
Now, as we prepare to launch our first full collection at Paris Fashion Week this summer, I can’t help but reflect on how far this journey has come. What started as a vision decades ago is now evolving into something bigger than I ever imagined.
