adidas Football:
Activating World Cup Energy Across NYC
adidas partnered with SOS to concept, build, and produce two back-to-back retail activations anchored in the launch of the Federation Home Kits and the Trionda Official Match Ball (OMB).
Both events needed to feel alive, localized, talent-driven, retail-ready, and timed perfectly with adidas’ World Cup launch window.
Despite tight timelines and reasonable universal worry if this could even be executed within our window, SOS developed the creative, secured talent, built out two full experiences, and delivered weekend-long moments that turned NYC into a preview of global football culture.
Each event was crafted to reach a different audience, but they shared a unified purpose: bring adidas’ World Cup story into the real world through human energy, culture, and community.
SERVICES
Concept Development
Marketing Strategy
Creative Direction
Art Direction & Design
Event Production
Talent Management
Content Production
Post Production
One Strategy,
Two Distinct Experiences.
Two events, unified by adidas World Cup storytelling, but individually designed for their environments, audiences, and cultural rhythms. SOS built each activation to cut through noise with experiences that spark emotion, fuel community, and leave people talking long after the doors close.
Beyond just showing up, we build strategic cultural moments with measurable impact.
Event Foundation: Federation Kits + TRIONDA
Both activations used the Federation Home Kits and Trionda Official Match Ball as the connective tissue.
These product stories influenced:
- Visual language
- Tone and color
- Premium giveaways
- Talent styling
- Programming moments
- Social storytelling
Talent as Cultural Connectors
Talent powered the pulse of both activations. Freestylers, hosts, DJs, and creators drew crowds, sparked participation, and created moments people actually wanted to capture and share. Their energy grounded everything in real football culture.
They also drove our promotional strategy. With retailers and creators working in sync, the tease, event-day buzz, and post-event momentum spread organically through the communities that matter. Authentic outreach over forced marketing.
Two retail events that landed like cultural drops, delivering on-the-ground connection and meaningful digital impact around the Federation Home Kits and the TRIONDA OMB.
PELE SOCCER: SHOW OUT NYC
Where Fandom Meets the Street
A high-energy Times Square takeover built for fast-moving engagement and global foot traffic. SHOW OUT NYC combined street interception, cultural hype, and retail conversion into one rolling, continuous fan moment.
What We Built
- Freestyler-driven street engagement + Hot Takes interviews
- In-store hub with DJ, photo-booth, custom nail bar, and ongoing contests
- Best Kit Contest + fan challenges
- Branded giveaways and a premium co-branded scarf GWP
- Talent-led mini-shows every 20–30 minutes to refresh energy
Times Square never stops, so we designed an activation that didn’t either.
SOCCER POST QUEENS: THE RUN UP:
Queens Community on Full Display
THE RUN UP was built for community: long-form engagement, families, youth players, freestyle culture, and the local football scene.
A full-spectrum experience blending Sub Soccer tournaments, customization, local food, music, and performances; all tied to the Federation Home Kits + Trionda OMB launch window.
What We Built
- Sub Soccer competitions + trick challenges
- Heat-press customization on totes
- Freestyle showcases + open crowd work
- Local eats + neighborhood vibe
- DJ-led energy and rolling programming
- Surprise giveaways + community spotlights
- Retail storytelling woven directly into the experience
It was authentic Queens: culture-first, people-first, and unmistakably adidas.
