When Atlanta United joined Major League Soccer in 2017, it had a bold mission: to become one of the league’s most recognizable franchises through clever marketing and easily identifiable play.
Atlanta, known colloquially as the Five Stripes believed it could be loved by fans all over the United States, not just those in Georgia. It was right. In a few short seasons, Atlanta went from a hard-scrabble expansion franchise to a championship-winning institution known for player development and cross-market appeal.
As the league grew, Atlanta was viewed as a true success story. But in 2024, that story soured. A poor start to the season saw Atlanta fall to the bottom reaches of the MLS Eastern Conference, utterly adrift in a post-Messi league. It was clear that things needed to change.
And change they did. Atlanta spent this summer undergoing a bold, sweeping, eyebrow-raising rebuild to resurrect its season and qualify for the playoffs. It changed everything from players to coaching staff to backroom personnel, and in doing so, it just might have cracked the code to keep itself relevant in MLS East. With eight games remaining in the MLS regular season, Atlanta has risen to ninth place — good enough for the final playoff berth and with plenty of potential to move up higher.
But what did it do? And can its success be replicated by other struggling franchises?
Atlanta began its rebuild on the coaching level: after losing five consecutive home matches in the spring, it fired longtime leader Gonzalo Pineda.
Reactions to Pineda’s dismissal were mixed. On one hand, it was a clear sign that Atlanta would not tolerate underperformance, and fans appreciated that hard-line approach. On the other hand, no backup coaches were available, and Atlanta was forced to promote assistant coach Rob Valentino while searching for a long-term leader. It’s been three months since Pineda’s firing, and Valentino is still in charge.
