adidas Fútbol Society
Fútbol, culture and community come together in New York, Los Angeles and Miami to celebrate the Copa America '24.
adidas Fútbol Society
Fútbol, culture and community come together in New York, Los Angeles and Miami to celebrate the Copa America '24.
TEAM
TEAM
adidas, Experience.Monks
YEAR
YEAR
2024
project
project
adidas Fútbol Society is a traveling platform designed to explore how a brand can foster community through shared cultural experiences. Built for Gen Z Latinx soccer communities across North America, the identity needed to operate as a flexible system across six activations in three cities—adapting to retail environments, live programming, editorial content, merchandise, and environmental graphics while maintaining a cohesive visual language. The result was an expandable design system that balanced consistency with local expression, allowing each stop to feel distinct while remaining unmistakably part of the same experience.
adidas Fútbol Society is a traveling platform designed to explore how a brand can foster community through shared cultural experiences. Built for Gen Z Latinx soccer communities across North America, the identity needed to operate as a flexible system across six activations in three cities—adapting to retail environments, live programming, editorial content, merchandise, and environmental graphics while maintaining a cohesive visual language. The result was an expandable design system that balanced consistency with local expression, allowing each stop to feel distinct while remaining unmistakably part of the same experience.
As Lead Designer, I was responsible for translating the creative direction into a scalable visual system that could support the breadth of the activation. I led the design across physical and digital touchpoints, developing frameworks, assets, and production-ready deliverables in close collaboration with strategists, producers, and fabrication partners. My role focused on creating a system that could evolve across venues, moments, and formats while maintaining clarity, flexibility, and a cohesive visual identity throughout the tour.
As Lead Designer, I was responsible for translating the creative direction into a scalable visual system that could support the breadth of the activation. I led the design across physical and digital touchpoints, developing frameworks, assets, and production-ready deliverables in close collaboration with strategists, producers, and fabrication partners. My role focused on creating a system that could evolve across venues, moments, and formats while maintaining clarity, flexibility, and a cohesive visual identity throughout the tour.
Being a reactive event, we had to work fast to create the assets based on the outcomes of each phase, that's why on the next stop - Los Angeles - the main focus was on Mexico, Argentina, Colombia
Being a reactive event, we had to work fast to create the assets based on the outcomes of each phase, that's why on the next stop - Los Angeles - the main focus was on Mexico, Argentina, Colombia
Then one of the last stops in Miami, celebrating the final game between Colombia and Argentina, we updated the space with graphics celebrating both teams.
Then one of the last stops in Miami, celebrating the final game between Colombia and Argentina, we updated the space with graphics celebrating both teams.
credits
credits
ROLE
production
production
Shannon Kennedy, Summer Jackson, Linda Arevalo
strategy
strategy
Ryan Johansen, Vanessa Valenzuela, Katherine Rosenbaum
creative
creative
Sanya Grujicic, Trent Rohner, Marcelo Quinzio, Danilo Nagura, Raphael Mendes, Xiaocha Zhang, Juan Castro, Julia Grzeskowiak
UX
UX
Cathy Cong, Dorothy Pranolo