Calle is an "urban lifestyle brand with a unique niche in street soccer", which I think, when translated into English, means that they sell t-shirts. Anyway, despite the marketing speak, Calle actually have a very cool website called Calle Underground which uses Google Maps to create a community for street soccer players.
Anyone can use the map to set up a game of street soccer, arrange to meet with friends and share personal and local calle community knowledge. Upcoming calle games are shown on the map with map markers. Clicking on a marker takes the user to details about when and where the game will be played.
The marketing part is that Calle are also using the map to update users on which stores are currently stocking their goods and which stores have 'fresh threads'.