Why This Moment Mattered‍

As anticipation builds toward World Cup 2026, adidas set out to position football not just as a sport, but as a cultural force. The launch of the Away Kits created an opportunity to connect with consumers through style, identity, and global influence. This moment allowed adidas Originals to show up in a way that felt rooted in culture, not just product.

The Brief

‍Create a culturally relevant launch moment for the adidas Away Kits that would drive energy, foot traffic, and brand heat in Los Angeles. The experience needed to feel authentic to adidas Originals while celebrating the global communities behind each federation.

Objectives

‍Drive awareness and excitement around the Away KitsIncrease in-store traffic and engagementCreate a culturally credible experience that resonates with local communitiesEncourage product interaction and social sharingSupport sell-through at retail

Our Strategy

‍We tapped into the energy of a street market to create an environment where culture, fashion, and football naturally collide. By building a night market rooted in the identities of Mexico, Japan, Argentina, and Colombia, we created an experience that felt local, while telling a global story.

How We Brought It to Life

‍We transformed the Melrose storefront and parking lot into a fully immersive Originals Night Market. The space was designed for flow, discovery, and participation. Guests moved through performances, food, customization, and product moments, all anchored by the Away Kits.

Key Elements

‍Live cultural performances including mariachi, taiko drumming, and danceLocal food vendors representing each federation’s cultureOn-site customization from artists including airbrush, embroidery, and calligraphyAdibucks system to drive engagement and participation across vendorsDJ programming to maintain energy throughout the nightSeamless integration between outdoor experience and in-store retail

What Made This Collaboration Unique

‍This was not just a product launch. It was a cultural platform. By blending global football narratives with hyper-local execution, adidas showed up in a way that felt both expansive and personal. The experience invited consumers to engage, create, and celebrate, turning a retail moment into something memorable and shareable.