Down by the water at Sweetwater Creek State Park, Atlanta United’s host Joe Freihofer is doing one of his favorite hobbies outside of soccer: fly fishing. Except this time, he’s doing it with a huge camera mount on his head.
Freihofer wades through the moving water of the creek, casts his fly and waits patiently. The POV camera gets it all.
Moments later, he’s set up for another shot.
Members of Atlanta United’s digital media, creative and marketing teams came together over the course of months to plan a shoot to announce the launch of the ATLUTD x SweetWater Collection. The result was an array of content immersed in nature and true to the creative vision of the collection — inspired by an ATL favorite pastime “Shooting the Hootch”.
But first, Atlanta United creatives Jose Hadathy and Sierra Sparre brought their ideas to life in the form of the product designs.
Hadathy took us through the process of putting together the collection pieces, which include a T-shirt, a tank top, a hoodie, a scarf and a hat.
“The collection taps into the classic Georgia tradition of spending time out on the water while "Shooting the 'Hooch” or fishing with friends,” Hadathy said. “Bringing together Atlanta United and SweetWater organically merges local soccer culture with an authentic, laid-back ATLien lifestyle.”
Now all that was left was the shoot itself. After consulting with the video and photo departments, the team was ready to execute on a specific vision: get models in the product out in nature. All the way out in nature.
“The collection features images of being surrounded by nature and highlights some well-known Georgia animals including the iconic Rainbow Trout,” Hadathy said. “To be authentic to the spirit of the collaboration, we knew we had to find a location where people actually go out to camp and fish and where you can find all of these animals.”
The idea would involve a serious undertaking: get loads of camera equipment, product, props and people out into the middle of Sweetwater Creek State Park — and do it all before sunset.
“Shooting in a natural environment means navigating unpredictable weather, shifting natural light, and uneven terrain,” Hadathy said. “Meticulous coordination was needed to safely stage the crew, talent and specific props at the water's edge while ensuring the final images felt effortless and spontaneous rather than heavily produced.”
The content capture, which took place over the course of an entire afternoon, was at a few locations around the state park: at a campsite, at points along Sweetwater Creek and at a dock. Creative directors used props like fishing rods, nets, soccer balls and more to stage the models for the shoot, melding two typically unassociated sports in soccer and fishing.
All the supplies needed for the shoot were collected beforehand and brought to the locations, on carts and in hands, by the crew.
The crew also set up a campsite set, featuring a tent, chairs, and hand-crafted soccer ball mushrooms. Hadathy described them as accomplishing the “Grateful Dead, heady” vibe he was envisioning, inserting a personal touch of soccer into the scenery.
“It’s incredibly fulfilling to watch the creative process come full circle,” Hadathy said. “Seeing initial illustrations and graphic concepts translated into physical apparel and then watching a talented crew of photographers and videographers elevate those pieces in the real world is the ultimate reward of the work.
“We wanted this collection to be 100% authentic. We worked with our manufacturing partners to make sure the tie-dye t-shirts were actually dyed so that each one has a unique pattern.”
Right as the sun began to set, content capture was complete. Another Thousands of assets were paired down to selects and curated for the launch.
“The main goal is to inspire people to get together, grab their friends and head out into nature,” Hadathy said. “We want these visuals to spark that urge to disconnect and experience the outdoors together. The true spirit of our partnership is building community and sharing a bond over the club while enjoying the natural beauty right in our backyard.”
You can purchase the ATLUTD x SweetWater Collection in person at the Atlantic Station Team Store or Mercedes-Benz Stadium Team Store or for pick up here.
