Adidas readies World Cup installation
By Derek Winkelr
Athletic apparel company Adidas is preparing a promotion in Toronto to coincide with the FIFA World Cup soccer tournament. The initiative will consist of a large installation within the Stackt Market shopping venue that will operate from June 11 to July 19. The branded installation will offer free admission to the first 1,200 consumers daily. Each game of the tournament will be displayed on a 13- by 24-foot screen, while local vendors will provide food. It will also host an interactive area where consumers can test the speed of their soccer kick using Adidas Predator and F50 boots. Additional elements will include a retail store, a barber and a range of athlete guests. A similar installation will operate in New York.
“Our team’s efforts for FIFA World Cup 26, spanning extensive retail partnerships, our global brand campaign and now our North American brand hubs, signals our commitment to the game and belief that this summer’s tournament will forever change the sport globally,” said John Miller, North America president of Adidas. “With 14 federations, the official match ball, extensive in-stadium presence and next generation product technology, we are the defining soccer brand that’ll be visible on every pitch this summer.”