MARTA just made one of the most Atlanta moves possible. Big Boi, one-half of OutKast, Rock and Roll Hall of Fame inductee, and one of the architects of Atlanta's global cultural identity, is now the official voice of the LET MARTA DRIVE campaign ahead of FIFA World Cup 2026.
This isn't a celebrity endorsement for the sake of it. It's MARTA betting on local credibility to get hundreds of thousands of soccer fans downtown without turning the connector into a standstill.
What the Campaign Actually Does
LET MARTA DRIVE is built around a straightforward ask: take MARTA to World Cup matches, fan festivals, concerts, and events across Downtown Atlanta instead of driving. Big Boi will show up in exclusive station announcements and digital content as the campaign's face and voice.
There's a second layer too. The campaign carries MARTA's Ride with Respect message, a push to remind riders to treat fellow passengers, employees, and public spaces with care. It's part logistics, part culture.
"Big Boi's music is deeply embedded in the culture of Atlanta, making him the perfect person to help us welcome soccer fans from around the globe," said MARTA Interim General Manager and CEO Jonathan Hunt. "We look forward to bringing his unmistakable voice directly to our riders through exclusive station announcements and digital content."
Why Big Boi Works Here
Big Boi isn't a corporate spokesperson parachuting in for a paycheck. He's from Atlanta, and his music helped shape how the world sees this city. That authenticity matters when you're trying to change behavior, especially for an audience that's been skeptical of MARTA for a long time.
"Atlanta has always been a city that moves people and sets trends," Big Boi said. "When the world comes here, I want everyone to feel that energy without the stress. MARTA makes it easy to get downtown, to the events, and everywhere in between. I'm proud to be part of what keeps Atlanta moving and shows the world how we do it."
What Riders Actually Get
MARTA's updated Rider Tools cover trip planning, real-time train and bus tracking, service alerts, and accessibility features at itsmarta.com/ride. For visitors who have never used the system, that usability is the whole game. If MARTA can make it simple to get from the airport to the stadium without a car, that matters well beyond the tournament. We've been tracking where MARTA is headed in our MARTA 2026 roadmap coverage.
This partnership works because it's authentic. Big Boi isn't just a famous face, he's woven into Atlanta's identity in a way that feels earned. MARTA needs that credibility right now. The World Cup is a real opportunity to reset how people think about transit in this city, and pairing a genuine Atlanta icon with a genuine ask is the right call. The campaign is smart. Now MARTA has to deliver on the actual experience. If the trains run clean, on time, and handle the volume, this moment sticks.
