Will Atlanta United's bold back-room moves transform its season?

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.

But what Valentino lacks in long-term potential, he makes up for in moldability, and the Atlanta front office has taken his tenure as an opportunity to execute big-name transfers without pushback from the coaching staff. It sold MLS all-star Thiago Almada to Brazilian club Botafogo and team top scorer Giorgos Giakoumakis to Mexican club Cruz Azul. Doing so revitalized the club's younger players and refilled Atlanta's coffers: it took home well over $50 million in transfer fees over the summer.

That extra money was thrilling for Atlanta, but it needed new front office staff members to spend it. The old guard had been responsible for signing players like Almada and Giakoumakis in the first place and couldn't be trusted to make bold new decisions. Atlanta dropped technical director Carlos Bocanegra and invested in a brand-new front office team to better spend its fortune. Removing Bocanegra was a risk but a calculated one; Atlanta knew it could attract a stellar replacement now that it had an entire bank of cash to spend on future transfers.

Atlanta's regular season ends with a challenge. In its push for the postseason, it will face Inter Miami, New York Red Bulls and Orlando City. However, the club's significant changes at the coaching, player and front-office levels have revitalized Atlanta's spirit. None of those games feel impossible anymore, and a playoff berth is within reach. Big risks can beget big rewards, and no team in MLS has risked more in 2024 than Atlanta.

Atlanta will continue its MLS season on Saturday, Sept. 14, at home against Nashville SC.