a reimagined soccer field rental business for the modern generation.
A fusion of sport, technology, and culture. This project conceptualizes a tech-driven 6v6 indoor soccer facility paired with a full digital ecosystem, transforming casual play into an immersive, highlight-worthy experience.
Concept Overview
The vision for Upper 90 FC was to create a brand and environment where players don’t just rent a field, they become part of a community.
The concept integrates a physical soccer facility with an app-powered ecosystem offering booking, memberships, automated filming, player stats, and cinematic highlights. The result is a sports experience rooted in identity, competition, and digital presence.
Goals & Objectives
Redefine the traditional field-rental model using a membership structure inspired by fitness studios.
Create a tech-enhanced sports environment with automated game filming and instant highlights.
Develop a strong community identity both on-field and inside the app.
Fill a clear regional market gap by bringing short-format, high-intensity, tech-forward soccer to an underserved area.
Appeal to a wide audience, from competitive adults and creators to youth players and families.
Market Gap
Upper 90 FC enters a market where recreational sports have barely evolved, even as gyms now offer full digital ecosystems to track progress, book classes, and subscribe to plans. Indoor soccer facilities still rely on outdated systems and offer no unified tech experience. There is no dedicated app that lets players book a field, clip and share their own highlights, and manage memberships all in one place. Upper 90 FC fills that gap by creating the first connected football ecosystem that blends play, content, and seamless digital access.
UNIQUE VALUE PROPOSITION
U90FC stands out as the only soccer field rental business with a digital football ecosystem where players build identity, track performance, and gain visibility through cinematic highlights and stats.
Features
6v6 size soccer field
modern sleek sports bar with tvs
hydration station
food vendor area
eating table sections
merchandise shop
fan seating sections
music station area (occasional dj pop ups)
colorful tokyo-esque neon lighting
Project by Juanes Davila
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