Round21 Founder Jasmine Maietta Brings the Intersection of Sports, Culture, and Creativity to Atlanta

In today’s evolving sports landscape, the game itself is only part of the experience. Increasingly, sports represent culture, identity, and community—an idea that sits at the center of the work being done by Jasmine Maietta, founder of the creative sports platform Round21.

Maietta recently traveled to Atlanta to help launch a new creative collaboration that highlights the growing influence of sports culture and the rising power of women’s athletics. The initiative brings together Atlanta United FC and the Atlanta Dream in a partnership designed to celebrate women’s empowerment through sport, culture, and collaborative merchandise.

According to Maietta, the connection between sports and cultural identity has never been stronger.

“Culture is what’s popping in sports right now,” she explained. “It’s about where you’re from, who you’re with, and what you want to build together through the shared social experience of sports.”

Atlanta serves as the perfect backdrop for the collaboration. Known for its passionate fan base and influential sports culture, the city continues to lead major conversations about community engagement through athletics. With the upcoming global attention surrounding international soccer events and growing momentum around women’s leagues, Atlanta has positioned itself as a hub where sports, entertainment, and culture intersect.

The partnership between Atlanta United and the Atlanta Dream highlights that momentum. While the soccer club has become one of Major League Soccer’s most successful franchises, the Dream carries deep historical roots as one of the early teams in the Women’s National Basketball Association, which is celebrating its 30th anniversary. The collaboration underscores the continued impact of women’s sports in shaping both athletic culture and business opportunities.

For Round21, the initiative extends beyond the games themselves. The platform focuses on the broader lifestyle surrounding sports—from fashion and design to community and storytelling.

“People don’t just watch sports,” Maietta noted. “They gather around it. They celebrate it. It’s a social experience where people feel connected without distractions.”

That connection is visible across Atlanta’s sports scene, where fans gather at breweries, restaurants, and stadiums such as the iconic Mercedes‑Benz Stadium to watch games together. The energy surrounding Atlanta United matches and Atlanta Dream games has helped fuel a culture where sports serve as both entertainment and community gathering.

Another growing dimension of sports culture is fashion. Athletes today are as recognized for their style as they are for their performance, with players often stepping off the court or field dressed in high fashion looks that influence fans and designers alike.

“Sports is the new runway,” Maietta said. “What people wear is an expression of who they are.”

Round21’s product collaborations reflect that philosophy, blending sport-inspired merchandise with contemporary design and cultural storytelling. Through its latest partnership in Atlanta, the brand aims to highlight the unity between leagues, fans, and creators who continue to redefine what sports culture looks like.

The Atlanta visit also included an intimate gathering known as “Round21 and Friends,” a private event that brings together creatives, cultural leaders, and collaborators within the city. The goal is to build relationships, share ideas, and cultivate opportunities that extend beyond the event itself.

Maietta describes the gathering as less of a networking function and more of a community experience.

“When you see us around the table, it’s like a family dinner,” she said. “We’re sharing opportunities, sharing ideas, and creating an environment where everyone wants to see each other win.”

As sports continue to evolve into a powerful cultural force, platforms like Round21 are helping reshape the conversation—blending athletics, art, fashion, and community into a unified movement that reflects the modern fan experience.

And in cities like Atlanta, where sports culture runs deep, that movement is only gaining momentum.

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