Innovation Strategy
Adidas:
Cutting through
the noise
Creating event disruption
through a fan-worthy giveaway
With the 2026 FIFA World Cup set to dominate global attention, Adidas sought an exclusive and culturally resonant giveaway to stand out in stadiums and fan zones. I led the development of a bold product concept that merged strategic insight, trend relevance, and strict compliance – designed to elevate fan experience and amplify brand presence on the world stage.
The Challenge
In a highly competitive sponsorship environment, where stadium merch and activations often favor competitors, Adidas challenged us to find a way in. The brief: create a culturally resonant, must-have giveaway that could be distributed in stadiums and fan zones – enhancing the fan experience while elevating brand visibility.
The challenge came with constraints. The product needed to comply with a 100+ page stadium protocol outlining restricted items and be exclusive to Adidas (no overlap with existing vendor merch).
The Approach
To develop a product concept that generated World Cup buzz before, during and after the games, we approached the challenge in four phases.
01
Culturally immerse
A deep dive into the cultural landscape of fandom, pop culture and sports. Identifying relevant trends and analysing social forums to craft audience insights and personas.
02
Explore IRL
Attend matches across several cities, observing fan behaviour and conducting informal interviews with fans across levels of engagement, genders, ages and personas.
03
Design and test
Begin initial developments that align with chosen trends and personas. Test concepts with users gauging their interest and responses to idenitfy a concept to push further.
04
Iterate and refine
Prototype the preferred concept, craft messaging surrounding the product, and develop a timeline-based marketing plan to generate hype leading up to the games.
Initial mockups of the fan concept.
The Outcome
We were chosen as the winners of the Adidas Innovation Competition by delivering a robust, culturally significant, and 'uniquely Adidas' fan proposition. The final package included a detailed concept deck, a strategic marketing and comms plan, and multi-sensory design considerations to ensure maximum hype and iconic memorabilia.
Several key elements of our concept, 'Fans for Fans' tood out as validation for our winning title:
Inclusive:
A historically feminine item in a male-dominated space makes the statement that football is for everyone.
Brand real estate:
The perfect canvas for Adidas iconography (especially the nostalgic trefoil) as well as a design unique to the games.
Utilitarian:
A way to cool down during peak summer months when the games are held, in and out of the stadium.
Interactive:
The sound and feel of the fan can amplify chants, and boost social campaigns.
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Interactive:
The sound and feel of the fan can amplify chants, and boost
social campaigns.
Inclusive:
A historically feminine item in a male-dominated space makes the statement that football is
for everyone.
Utilitarian:
A way to cool down during peak summer months when the games are held, in and out of the stadium.
Large brand real estate:
The perfect canvas for Adidas iconography (especially the nostalgic trefoil) as well as a design unique to
the games.
The Outcome
We were chosen as the winners of the Adidas Innovation Competition by delivering a robust, culturally significant, and 'uniquely Adidas' fan proposition. The final package included a detailed concept deck, a strategic marketing and comms plan, and multi-sensory design considerations to ensure maximum hype and iconic memorabilia.
Several key elements of our concept 'Fans for Fans' stood out as validation for our
winning title:
