Adidas
Experiential Production, Cultural Programming, Influencer & Media Engagement.
An invite only premiere celebrating adidas' World Cup campaign film Backyard Legends, bringing together football, fashion and culture for an exclusive first look ahead of the tournament.
WHY
With Timothée Chalamet fronting adidas' World Cup film, Backyard Legends, the campaign deserved more than a traditional media launch.
We reimagined the release as a cinematic premiere, using the cinema as the natural home for the film and creating an event that celebrated football as a cultural force, not just a sporting moment.
By bringing together media, creators, tastemakers and community leaders for an exclusive first screening, the event generated anticipation ahead of the World Cup while positioning adidas at the intersection of football, fashion and entertainment.
WHAT
We transformed Genesis Cinema into The Yard. An immersive adidas world inspired by the spirit of grassroots football. Every touchpoint, from venue branding to content spaces and product displays, was designed to extend the campaign beyond the screen and immerse guests in the Backyard Legends universe.
More than 250 invited guests attended the premiere, including leading football and lifestyle media, creators, community voices and emerging talent. The evening opened with a panel discussion hosted by Maxine Williams alongside Felicia Pennant and Mayowa Quadri, exploring football's influence across culture before guests enjoyed an exclusive first screening of the campaign film.
Interactive moments throughout the venue encouraged guests to become part of the campaign, including the Yard Core content studio, branded trading card photobooth and immersive event branding. Guests were seeded with adidas World Cup apparel, while DJs, food and the exclusive launch of Yard Sale Pizza's Trionda collaboration extended the experience beyond the screening and encouraged social sharing.
IMPACT
Over 250 invited guests attended the premiere, spanning leading media, creators, community leaders and emerging talent.
Attendance included DAZED, Complex, Sky Sports, GOAL, Hunger, Grazia, The Standard, The Telegraph and other leading football and lifestyle publications.
More than 100 guests captured content within the Yard Core installation, driving widespread social-first amplification.
Approximately 10 million combined social reach generated through creator and attendee content.
Successfully launched Backyard Legends as a cultural moment ahead of the FIFA World Cup, positioning adidas at the intersection of football, fashion and entertainment.