fifa world cup
The FIFA World Cup is the most anticipated event in the football world, bringing together guests from all countries to celebrate the variety of styles and cultures football has to offer. Both fans and the football industry eagerly watch the international event unfold. We emotionalise these moments and craft exclusive adidas guest programs for special guests and partners. In 2018 we activated two waves: the semi-final and the final. Both waves experienced an introduction day, activity day, match day and departure day. In addition, to celebrate the final evening, we created an elevated guest experience that connected guests, VIPs, and key partners with the adidas brand and the power of sport.
ATHLETE & INFLUENCER EXPERIENCES
CONSUMER & PRODUCT EXPERIENCES
INTERIOR & SPATIAL DESIGN
We also empower the host country with local city and retail activations. For the FIFA World Cup 2018, we added a splash of creativity to the renowned TSUM shopping centre in Moscow. We transformed the ground floor into an adidas playground with various interactive amusements, including inspiring influencer talks, creator labs and customizable print stations. The unifying retail experience empowered guests to unite and unleash their inner creator, synergizing the adidas brand and the euphoria of the World Cup.