2022 FIFA World Cup: The Family Reunion

A large structure is erected from the ground with the adidas logo brightly illuminated at the top. It is dark out and vibrant blue and red color tones project from the structure and the entrance where crowds of people are walking in.
adidas 2022 FIFA World Cup: The Family Reunion

2022 FIFA World Cup: The Family Reunion

Creating a home for football fans at the World Cup

When 32 million sports fans descended upon Doha and surrounding regions to celebrate FIFA World Cup Qatar 2022, adidas stepped up as the major brand sponsor to give football fans a sports entertainment experience they would always remember.  

As a FIFA partner for 70 years, the World Cup is adidas’ flagship global platform; the ultimate opportunity to showcase their brand on the world stage. But that stage is crowded with a noisy field of brands fighting for attention from football fans. So, for the 2022 FIFA World Cup in Qatar, adidas set out to do something simple, yet huge; celebrate international football’s exciting return with highly engaging and unexpected brand moments. Using the world’s largest sports stage to bring people together and talk about issues important to the brand such as inclusivity and gender equality – moments that would place adidas at the heart of football culture, allowing fans to feel the brand in every World Cup moment, to prove why adidas was the #1 sponsor worth talking about. And for a progressive brand at the forefront of sports culture, Impossible is Nothing.

Underpinned by adidas’ global World Cup creative campaign, ‘Family Reunion’, we created a home for fans at the World Cup; a stage for journeys, the passion, nostalgia, friendships and rivalries; with adidas products at the heart. Everyone is welcome. 

For adidas’ entire World Cup activation, we executed 4 key sponsorship areas throughout the month to engage a cultural melting pot of football fans (including Gen Z) with unforgettable experiences across FIFA Fan Festivals, retail outlets and OOH sites.

  • Al Rihla Avenue (a floating adidas house located at Burj Khalifa, Dubai)  
  • Al Rihla Arena (2 title sponsor activations at FIFA Fan Festivals in Doha and Dubai) 
  • Retail executions (22 store displays, 4 countries; UAE, Qatar, Kuwait and KSA)  
  • The Equal Play Billboard (OOH activation celebrating the upcoming FIFA Women’s World Cup at Stadium 974 beach in Doha)   


Overall, adidas earned a 37% share of conversation vs other sponsor brands, proving that nobody brings the global football family together like adidas.   

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