adidas · Sport
adidas Stadium
A football-first marketing moment built around fandom, team culture and the retail expression of the game.
Context
Football audiences are not one audience. Club loyalists, players, and culture-led consumers all arrive at the game from different directions, and each expects the brand to speak their language.
The Idea
Build the campaign around the stadium as a cultural place — the feeling of the fixture, the ritual of the kit, and the identity that fans carry into everyday life.
My Role
- Led local market campaign planning for the football moment
- Shaped the audience segmentation and channel roles
- Coordinated content, partner and retail expressions
- Managed agency and internal creative delivery
Execution
- Full-funnel campaign from brand moment to product availability
- Content built for platform behaviour and matchday timing
- Retail and partner activation aligned to the fixture calendar
- Fan-led creative featuring club and community voices
Public-Safe Impact
- A clear, football-credible brand moment in market
- Strong alignment between brand storytelling and retail delivery
- Content library reused across subsequent football moments
Selected commercial results available privately on request.
Gallery
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