In recognition of the global excitement surrounding the World Cup, we feature the article by Yuhei Inoue, Mikihiro Sato, Steve Swanson, Daniel Lock, James Du, and Daniel C. Funk, “Psychosocial resources linking consumer identification and social well-being: Integrating the social identity approach with transformative service research,” published in the Journal of Business Research. In the spirit of TCR’s newsletter, Yuhei reflects on the backstory of this article, explaining