adidas - brings football and culture together ahead of the biggest tournament of the year

2026-06-11

As part of the FIFA World Cup 2026™, adidas celebrated an opening event that brought together guests of honor, from football legends to some of today’s most relevant cultural icons. Figures such as Marcelo, Maxi Rodríguez, Roberto Carlos and Jürgen Klopp shared the evening with athletes like Tiane Endler, as well as leading names in music, entertainment and culture including Kenia Os, Elena Rose, Juanpa Zurita, Alejandro Speitzer, El Bogueto, NSQK and many more.

Honoring its rich football heritage, adidas welcomed guests with a showcase of jerseys from national teams set to compete in this summer's tournament. At the heart of the venue stood a striking bridge-inspired structure, serving as the centerpiece of the evening. Designed as an experiential installation, it symbolized the connection between football and the diverse cultural movements that surround and shape the game.

Inspired by the urban landscape of Mexico City, the venue also featured jersey customization stations, interactive activations, photo opportunities, tattoo and styling experiences, and a curated food offering that celebrated local flavors. Together, these elements created a vibrant atmosphere where football and culture were seamlessly intersected.

As night fell, the iconic installation came to life through light, sound and large-scale projections unveiling adidas' new Local Campaign. The bridge then transformed into a runway showcasing football-inspired fashion, where street culture and the growing Bloke Core movement took center stage. Closing the evening, a surprise performance by Manuel Turizo energized the crowd and brought the celebration to a memorable finish, capturing the passion of football fandom while building excitement for the tournament ahead.

Supporting the vision behind this opening week of the FIFA World Cup 2026™, Jorge Dionne, General Manager of adidas Mexico, said: “Mexico is about to experience a historic moment as it becomes the first country to host the FIFA World Cup™ for the third time. For adidas, this tournament represents a unique opportunity to celebrate the energy that football creates both inside and outside the stadium, bringing together sport, culture and innovation. From our legacy on the pitch to the new ways fans experience and express their passion, we will continue to drive experiences that connect authentically with Mexico and the world.”

Football inspires. Football creates. Football brings people together. In a one-of-a-kind celebration that united friends of the brand from across sport, fashion, music and culture, adidas officially kicked off its FIFA World Cup 2026™ journey. The event highlighted the powerful connection between these worlds — a relationship built over decades and stronger today than ever before.

About adidas

didas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach, Germany, the company employs more than 65,000 people worldwide and generated sales of €24.8 billion in 2025.

About adidas Football

adidas is a global leader in football and the official sponsor of the world's premier football tournaments, including the FIFA World Cup™, FIFA Women's World Cup™, FIFA Club World Cup™, UEFA EURO™, UEFA Champions League™ and UEFA Women's Champions League™.

The brand also partners with some of the world's most iconic clubs, including Real Madrid, Liverpool FC, Manchester United, Arsenal, FC Bayern Munich and Juventus, as well as leading athletes such as Aitana Bonmatí, Trinity Rodman, Vivianne Miedema, Alessia Russo, Lena Oberdorf, Vicky López, Lionel Messi, Jude Bellingham, Mohamed Salah, Pedri, Lamine Yamal, Florian Wirtz, Paulo Dybala, Gabriel Jesus, Ousmane Dembélé, Serge Gnabry and Manuel Neuer.