With the World Cup on, brands in China are taking advantage of football fever to bring consumers onside and deepen ties. Adidas gave us a great example of offline marketing with sticking power, and how to solve the problem of localising a global event.
They took over the North Plaza of Shanghai’s West Bund Dome Art Centre and turned it into the 2026 FIFA World Cup Legendary Street Pitch (2026 FIFA 世界杯传奇野场). The event – a mix of street football, football culture and lifestyle experiences – attracted almost 10,000 visitors.
From spectators to participants
At the activation core was a 3v3 street football tournament featuring 18 amateur teams from across China. The tournament culminated in a final between grassroots champions and contestants from the football reality show Get in the Car, Ball King! (上车吧！球王), with the winning team receiving tickets to the 2026 FIFA World Cup final – a prize designed to connect local street football directly to the big leagues.
Notably, Adidas didn’t fill the pitch exclusively with professional footballers. Participants included comedians, rappers, models, and athletes from other sports. It was football for everyone, not just the professionals.
It’s a play sports brands are using a lot in China these days: participation over performance. The proposition has moved away from inspiring consumers with the prowess of elite athletes. Now it’s more about inspiring the everyday person to step onto a pitch, or into a pair of running shoes.
The power of the Messi effect
In China, where the national football team rarely does well, it’s not uncommon for fans to support a player over a team. Messi – for obvious reasons – gets a lot of fandom.
He is, without a doubt, one of the most commercially valuable athletes in the world. In China, his popularity has endured across multiple generations of football fans. For Adidas, leveraging that connection offers another powerful bridge between the global World Cup story and consumer engagement in China.
At an immersive exhibition – the House of Messi – they traced the man’s career, showcasing iconic moments, boots, shirts and advertisements from his partnership with Adidas. Of course, this came with interactive moments and photo ops, with fans encouraged to take photos, record messages, and recreate Messi’s famous celebrations.
Why Adidas blends World Cup hype with street culture in China
One of the event’s most interesting elements was how little of it was to do with football itself. Skateboarding played a part. Rap performances and styling experiences were also a feature. There was even a pet area featuring dogs dressed in Adidas football kits.
On paper, these elements might seem unrelated. In practice, they reflect how younger consumers increasingly engage with sport. Football isn’t just ninety-minutes on the pitch. It is fashion, music, social media, lifestyle, and community.
For Adidas, that way of seeing the sport is particularly valuable because it allows the brand to connect with audiences who may not follow football closely but still want to participate in the broader culture surrounding it.
The Dao View: Adidas knows World Cup culture is about more than just football in China
Adidas understands that football fandom has changed. The modern fan doesn’t simply watch the game – they want to wear it, photograph it, share it, and build an identity around it. And so, cleverly, instead of centring the campaign solely on matches or star athletes, Adidas created a space where football intersects with music, fashion, technology and community.
As football becomes increasingly intertwined with fashion, music and lifestyle, the brands that own cultural capital are the ones to watch. Sticking power and emotional resonance are the back-of-the-net shots.
