Tyler Adams Partners With Scotts For “Keep It Real” Campaign

Scotts, North America’s top lawn care brand, is deepening its partnership with USMNT captain Tyler Adams to expand the “Keep It Real” initiative, a campaign championing natural grass playing fields for youth athletes nationwide.

Scotts is continuing to champion the importance of real turf through its partnership with U.S. Men’s National Soccer Team standout Tyler Adams and the “Keep It Real” initiative, designed to expand access to natural grass playing fields for the next generation.

The brand is working alongside nonprofit Every Kid Sports on the effort, with more than $400,000 invested to date and more than 2,000 kids nationwide having already stepped onto natural turf fields.

This summer, Scotts will restore Adams’ childhood field in Wappingers Falls, NY, the same pitch where he first fell in love with the game, while also refurbishing fields for five youth nonprofits chosen through last year’s sweepstakes.

The timing is deliberate: with the 2026 FIFA World Cup one month away, Scotts partnered with Adams on the initiative aimed at expanding access to youth sports.

Adams said of the partnership: “When they came to me with this idea and this initiative, it was quite simple. I think one of the biggest things I need to do as a professional athlete now is give back to my community.”

This isn’t Adams’ only brand deal in the community and wellness space. He recently starred alongside USWNT star Crystal Dunn in Haleon’s “For The Assist” campaign, a deal that mirrors his pattern of partnering with brands tied to player wellbeing and youth development. Adams also previously partnered with Allstate to open mini-pitches in cities like Detroit and Philadelphia.

On the club front, Adams has been a Premier League midfielder at AFC Bournemouth since 2023, and has been a USMNT centerpiece since 2017, earning 42 caps.

The World Cup spotlight is also proving to be a magnet for brand activity across the USMNT roster. Fellow star Christian Pulisic recently teamed up with Degree for a FIFA World Cup 2026 campaign, showing how brands are racing to lock in America’s biggest soccer names ahead of the tournament.

For Scotts, Adams is part of a broader celebrity athlete strategy. The brand previously launched the original “Keep It Real” campaign with Adams in 2025, marking the beginning of what is now a multi-year ambassador relationship.

Takeaways

Scotts is playing a long game here. Rather than a one-off sponsorship, this is a values-driven, multi-year relationship that ties directly into Adams’ personal story: the childhood field, the community, the next generation. That kind of authentic alignment is rare, and it shows in the messaging.

With the 2026 World Cup kicking off on American soil, the brand is smart to ride the soccer wave right now, when the sport’s cultural moment in the U.S. is bigger than it has ever been.

For Tyler Adams, this isn’t just a paycheck, it’s becoming a core part of his public identity off the pitch. Between Scotts, Haleon, and Allstate, he’s building a clear brand lane: community, wellness, and giving back. That’s a strong long-term play for an athlete heading into the biggest tournament of his career.

Does tying the “Keep It Real” message to the World Cup risk it feeling seasonal rather than long-lasting? As USMNT players cash in on World Cup hype, is Tyler Adams building one of the most durable off-field brand among the group?