OUR STORY

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ABFC was built from the culture around us, not just the sport itself.

Football is at the core, but the brand is also shaped by the subcultures, style, and energy we grew up on in the Bay Area in the 90s. The goal was never to make something that felt like a traditional soccer brand. It was to build something with a broader point of view. Something authentic to the game, but not limited by it.

The People Behind ABFC

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Julio Ponce

Co-Founder

Julio is a designer, brand builder, and creative leader with over 20 years of experience across apparel, graphics, and product innovation. He has worked with brands including Nike, Adidas, and Fox Racing, building product and brand stories at the intersection of sport, culture, and lifestyle. Through ABFC, Julio brings that experience into a brand shaped by football, but influenced by a much broader creative point of view.

Ryan Smith

Co-Founder

Ryan is a marketer and brand builder working at the intersection of sport, culture, and business. His background includes time working within the BYU Cougars football program and leading advertising and marketing for the Houston Astros, where he directed campaigns, partnerships, and brand storytelling. Today he serves as Director of Marketing for one of the fastest-growing indoor golf franchise concepts in the world. With ABFC, Ryan brings that experience into a brand shaped by football but influenced by a broader perspective on sport, creativity, and culture.