In this episode of the Lucie Content Series, we highlight the story behind one of Atlanta’s biggest creative moments: the official 2026 FIFA World Cup host city poster. The artist behind it is Jose Hadathy, an Ecuador-born, Atlanta-raised designer whose work blends culture, symbolism, and the energy of a global sport.
Jose, who serves as the Creative Design Manager at Atlanta United, sat down with the Lucie team to share how soccer, heritage, and storytelling shaped the artwork now seen around the world.
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A Lifelong Dual Passion: Soccer and Art
From the very beginning, Jose lived at the intersection of two worlds.
“From a young age, the two things I always did was play soccer and draw. That was kind of like the duality of my life,” Hadathy said.
Born in Ecuador and raised in Atlanta, Jose grew up surrounded by creativity — especially the work of his grandfather, a well-known Ecuadorian artist. Those influences helped shape his eye for color, symbolism, and emotional storytelling. “I would play soccer. I would watch soccer games. And naturally, I would draw what I knew,” Hadathy said. “I would draw soccer players, soccer balls, jerseys. And I think that naturally led me to choose a path creatively that went hand in hand with soccer.”
Designing Atlanta’s 2026 FIFA World Cup Poster
When Atlanta earned a spot as a host city for the 2026 FIFA World Cup, Jose was selected to design the official city poster — a monumental responsibility and a dream project for someone whose life revolved around the sport.
Jose approached the design with one core intention: make every Atlantan feel seen, whether they were lifelong locals or newcomers.
“I wanted the poster to speak to people who live in the city, no matter where they’re from or what part of the city they live in. I wanted them to feel represented,” he said. “I also wanted it to communicate the excitement that we feel for the World Cup.”
The design process took six months and began with sketches sent to FIFA to confirm themes. From there, Jose layered in symbolism that reflected the city’s identity:
- Peaches, representing Georgia’s state symbol
- Martin Luther King Jr.’s home, honoring Atlanta’s historic legacy
- Soccer fields inside a MARTA station, a nod to accessibility
- City streets forming the pattern of a soccer ball, a hidden detail only sharp eyes catch
His goal was to create a piece that fans from around the world could appreciate, while also teaching them about Atlanta’s culture, diversity, and history.
Honoring Latin Heritage Through Color and Story
For Jose, celebrating where he comes from is central to who he is as an artist. His work is shaped by the vibrant traditions of Latin America, from bold color palettes to expressive symbolism, which he carries with him into every project.
“Honoring where I’m from is super important for me,” he said. “I have made an effort to, you know, know Spanish and not forget Spanish.”
Each year, Atlanta United releases a Latin Heritage collection, which Hadathy helps design.
“I think that’s a good way for me to express where I’m from and teach people from here about my culture,” he said.
Why Atlanta Was Built for the World Cup
With its world-class transit and infrastructure, the world’s busiest airport, and walkable access around Mercedes-Benz Stadium, Hadathy believes Atlanta is a natural fit for hosting the world’s biggest sporting event.
“It’s obvious that Atlanta is the epicenter of soccer here in this country,” Hadathy said.
Hadathy says Atlanta’s passion for soccer became undeniable once Atlanta United arrived.
“Once Atlanta United came to the city, it really showcased how passionate the fans here are, and how much they really love soccer and embrace soccer,” he said. “I think having the World Cup here is a no-brainer… it’s only going to grow from here.”
Why This Story Matters
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Jose Hadathy’s journey is a reflection of what makes Atlanta special: a blend of cultures, creativity, history, and community. His World Cup poster is more than artwork, it’s a visual story about identity, pride, and the global excitement heading to our city.
The Lucie Series is dedicated to telling positive stories that uplift Atlanta. Jose embodies the heart of our mission: passion, creativity, culture, and purpose.
