In the summer of 2023, my team tested a new way to activate at the MLS All-Star Game; a small truck packed full of all the best parts of adidas soccer. From the latest MLS jerseys, trend setting Sambas, classic adidas vintage pieces, and more, we partnered with adidas All-Stars to host an event for the community. Fast forward six months, and the proof of concept that this truck gave us has now been built into our teams leading activation concept for all of soccer in North America. From digital content and communities, to local key city activations, adidas Fútbol Society has a new definition.
"adidas Fútbol Society is for lovers of the beautiful game. It brings players and fans together into a community-led movement where they can share their passion, experience joy, and celebrate the new era of soccer in America...where fútbol is free."