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adidas stirs up football frenzy in HK with outdoor activation

adidas stirs up football frenzy in HK with outdoor activation

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In celebration of the highly anticipated European Cup 2024, the official sponsor adidas has unveiled an outdoor exhibition in Hong Kong to unite fans to embrace the intense tournament atmosphere.  

Riding on the global brand message “You Got This”, the large fan zone called the “adidas Ultimate Arena” at K11 MUSEA aims to encourage people to embrace the essence of their passion for sports, let go of pressure. It reveals the brand’s commitment to promoting various sports activities and enabling more people to enjoy the fun of sports.

With the Euro Championships fever, adidas hopes that Hong Kong people can immerse themselves in the tournament, participate in the activities, and enjoy the boundless passion that football brings.

Done in collaboration with creative agency We Glow Hong Kong, the offline activation is available until 26 June and it targets all football fans including local mass audience and tourists. It consists of four main areas at the promenade of K11 MUSEA to invite the public to celebrate the European Championship.

This includes the “Spectacular EURO Cheering Stand”, featuring an impressive display of realistic replica fans with over 50 models wearing adidas jerseys representing top European teams, rallying together with fans to support their favourite teams. It aims to become a must-visit spot for Hong Kong fans and tourists alike.

Meanwhile, the exhibition of the giant EURO official match ball "fussballliebe", with a diameter of two metres, will allow fans to appreciate the design details of this year’s official ball, presented exclusively at this event.

As part of the interactive activities to engage fans, the “Player card creation experience” allows adiClub members to create their own unique lenticular player card that features the player’s image and visitors' personal photos, making them highly commemorative.

Moreover, participants can shoot with the fussballliebe ball in the “You Got This Shooting Challenge” as a star player. The game booth, inspired by adidas’ iconic F50 soccer cleat, offers prizes for those who can demonstrate their accuracy and precision. It is a chance for both young and old to unleash their inner football superstar.

In addition to participating in the activities, fans can also purchase their favourite team jerseys at the adidas store. The store offers exclusive limited-edition merchandise, including three selected match jerseys with pre-printed player names/numbers and the European Championship armband.

Partnering with K11 MUSEA, adidas aims to take this opportunity to celebrate the football culture by creating a prominent fans arena installation, game zone and photo shooting booth, allowing both locals and tourists to become part of the EURO 2024.

Done in partnership with Sun Moon PR, the campaign is promoted via adidas retail stores and social media channels, K11 MUSEA shopping mall area, sport and lifestyle related media pages and KOLs

“We are thrilled to bring this exciting event to football fans, where they can come together, cheer for their favourite teams, and experience the excitement of the European Championships,” said Florence Kong, managing director of We Glow.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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