ADIDAS: WORLD CUP 2026
THE HOME OF SOCCER
Three cities. One summer of soccer. For the FIFA World Cup 2026, KAMP brought adidas’ Home of Soccer to New York, Los Angeles, and Atlanta, turning the cities into hubs for the world’s game and the culture around it. Match viewing, adiCup tournaments, exclusive retail, athletes, artists, and local talent all came together in one shared celebration of soccer.
KAMP turned adidas’ World Cup visual identity into physical spaces built for fans to gather, watch, play, shop, and engage. From monumental installations and branded environments to pitches and retail, every location was designed to feel unmistakably adidas while reflecting the energy of its city.
At the center of it all were the matches. Watch parties brought fans together for the tournament’s biggest moments, with live music, local food, giveaways, athlete appearances, and on-pitch programming extending the experience far beyond the final whistle.
FOX SPORTS AT HOME OF SOCCER
Home of Soccer went live as the host for FOX Sports and its broadcast of pregame coverage for the World Cup Final and third-place match. The broadcast carried the energy of the activation to millions of viewers, making it one of the tournament’s biggest media moments.
Retail became a major draw across Home of Soccer, giving fans a chance to take a piece of the tournament home. Exclusive drops, customization, World Cup product, and collaborations like adidas x SP5DER made shopping part of the cultural experience while driving discovery and excitement around the brand.
ADICUP
adidas' nationwide 3v3 tournament, adiCup, held matches on custom pitches across the three builds, giving local soccer talent a stage to compete, represent their city, and earn bragging rights. The fast-paced game brought players and fans together, building momentum city by city before culminating in the finals at Home of Soccer NYC.
Home of Soccer moved like a festival, with live music carrying the energy from the pitch to the stage. Performances from PinkPantheress, Larry June, Veeze, Baby Keem, Peso Pluma, DJ Noodles, and more turned match days into all-day cultural events.
LOS ANGELES
On the opening day of the FIFA World Cup 2026, celebrations kicked off at Home of Soccer Los Angeles with a takeover of BMO Stadium. As the sun set, the venue shifted from soccer celebration to cultural spectacle as thousands of fans gathered for a free concert headlined by global superstar Peso Pluma, with an opening DJ set from Noodles.
ATLANTA
At Home of Soccer Atlanta, KAMP partnered with artist and director Russell Hamilton to hold a special Juneteenth screening of Famous Eddie’s Ballatorie, his short film about the inventor of the snap-in gold grill (and soccer enthusiast) Eddie Plein, who was in attendance.
"Guide to Adidas' 2026 FIFA World Cup 'Home of Soccer' Hubs"
— Complex
"How adidas Home of Soccer turns sport and music into community"
— Earmilk
"adidas Unveils “Home of Soccer” World Cup Hubs"
— House of Heat
ACTIVATION / ART DIRECTION / BRAND STRATEGY / CONTENT CREATION / CREATIVE CONCEPT / CREATIVE DIRECTION / DESIGN / PARTNER MANAGEMENT / PRODUCTION (FILM, PHOTO, ANIMATION) / PARTNER MANAGEMENT / PROJECT MANAGEMENT / TALENT MANAGEMENT / WEBSITE DEVELOPMENT
Creative Agency: KAMP
Production: KAMP
Post: KAMP
NYC
Site Ops: Making It With Mandy
A/V: Technical Arts Group
Fabrication: Eleventh Street Workshop, Vision Scenery, Pink Sparrow Scenic
Set Design + Art Direction: Brett Hess & Katy Baldwin
Video: Elias Parise
Photography: Trashhand
Graphics: Manhattan Neon Sign Corp
DJ: The Lot Radio
LA
Production Designer: Alex Fymat
Fabrication + Build: IDF Studio Scenery
Graphics: A3 Visual
ATL
Video: Devin Gaston
Photography: Yvette Glasco, Javier Morales
Screens: Technical Arts Group, Nick Vranizan
Fabrication: Imagine Fabrication
Art Department: Wooden Ladder
July, 2026
