When Adidas approached Calico Club at the start of the FIFA World Cup, the ambition was clear: create something bigger than a screening event. Something that captures the energy, culture and community that make football the world's favourite game.
Client
Calico Club /
Services
Event, Stand Design, Graphic Design
Team
Daan, Tijn
Partners
Vrijstaat Cinecult La Cantina Maikel Engels Gion Berlijn Lorenzo Jordan
Strategy
Together with Calico Club /, we developed a concept inspired by South American football culture. Not just the matches themselves, but everything around them. The rituals, the gathering places, the music, the food and the shared anticipation before kick-off. The goal was to bring that atmosphere to the Netherlands in an authentic and memorable way.
Approach
Vrijstaat Eindhoven became the stage. At the centre of the experience stood a custom-built kiosk, inspired by the informal meeting spots where football fans gather before and after games. Around it, we built an environment filled with live music, authentic tacos and Mezcal. Every detail, from styling and storytelling to hospitality and entertainment, was designed to immerse visitors in the spirit of South American football culture.
Result
The event transformed Vrijstaat Eindhoven into a vibrant football destination where sport, culture and community came together. Fans, creatives and locals gathered to celebrate the start of the tournament in a way that felt authentic and unexpected. More than a viewing event, it became a cultural experience that allowed Adidas to connect with its audience through shared passion rather than product alone.
