- Diego Luna fronts Audi's new "The Driven" campaign, launching July 1 across TV, digital, and social.
- The campaign ties into soccer's growing US spotlight and Audi's role as MLS's Official Automotive Partner.
- Luna, RSL's rising midfielder, was Audi's 2025 Goals Drive Progress Impact Award recipient.
- Launch coincides with Audi's "Summer of Audi" sales event, running July 1 through August 31.
Diego Luna is the face of Audi’s newly launched “The Driven” campaign, which debuted July 1 as soccer takes center stage across the US sports landscape.
The Real Salt Lake midfielder called the partnership a natural fit, saying an athlete’s drive to keep improving matched Audi’s own obsession with pushing boundaries.
Luna has quickly become one of MLS’s brightest young stars. He earned MLS All-Star honors in both 2024 and 2025, was named 2024 MLS Young Player of the Year, and picked up the 2025 Audi Goals Drive Progress Impact Award for his mental health advocacy.
He’s also logged 18 caps with the USMNT, a run he discussed recently in a candid sit-down with Goal.com about turning vulnerability into strength ahead of a pivotal 2026.
Audi’s soccer ties run deep. The brand has partnered with MLS since 2015 as its Official Automotive Partner, sponsoring the Audi MLS Cup Playoffs, the MLS Golden Boot, MLS Cup MVP, and MLS Cup itself.
The Driven campaign follows a similar star-driven playbook to Audi’s Morgan Freeman and Chase Infiniti campaign, and lands in a summer packed with athlete-brand tie-ins.
The campaign rollout is paired with Audi’s “Summer of Audi” sales event, running through August 31, giving buyers incentives on select new vehicles and leases at dealers nationwide.
Takeaways
Audi is betting on soccer’s US boom, and Luna’s mix of on-field talent and off-field openness makes him a fitting messenger. Pairing a young MLS breakout with a legacy auto brand signals where sports marketing dollars are heading as the 2026 World Cup approaches.
Does tapping rising MLS talent (versus established global stars) pay off better for brand authenticity? How much does the 2026 World Cup factor into Audi’s timing here? Could Luna’s advocacy work influence future campaign directions for Audi?
