Adidas El Tráfico Activation at the Rose Bowl
Adidas delivered an immersive and visually striking activation for El Tráfico at the Rose Bowl, bringing together soccer, art, and bold brand storytelling. The space was crafted to replicate the energy of the pitch, featuring geometric turf installations and pitch lines that extended from the floor to the walls, creating a dynamic, three-dimensional soccer field effect. A massive, LED-illuminated Adidas three-stripe logo served as a bold photo opportunity, as well as the opposite wall wrap of the Los Angeles skyline celebrating the city’s connection to the sport. Monitors throughout the space showcased branded content, enhancing the interactive experience.
A wall installation featuring 49 soccer balls, layered with graffiti-style prints and abstract art, merged urban culture with the sport’s energy. Guests were set to walk through a white-branded grid tunnel, designed to resemble a soccer goal, adding to the immersive design. Though the activation was fully installed, the event was ultimately canceled due to the game’s rainout, preventing fans from experiencing the full-scale execution of Adidas' vision. Despite this, the bold design and strategic branding demonstrated Adidas' commitment to innovation and culture-driven storytelling in sports marketing.
Adidas El Tráfico Activation at the Rose Bowl
CLIENT: Adidas
TYPE: Stadium Activation + Brand Experience
LOCATION: Rose Bowl, Pasadena, CA
ACTUALIZATION: Stoelt Productions designed and fully installed an immersive Adidas activation, incorporating geometric pitch designs, large-scale branding, and urban art elements before the event was canceled due to weather conditions.
OUR ROLE:
Experiential Concept + Design
Production + Fabrication Oversight
Turf Installation + Floor-to-Wall Pitch Design
Large LED-Illuminated Adidas Three-Stripe Logo
Los Angeles Skyline Wall Wrap
Soccer Ball Art Installation with Graffiti-Style Design
Interactive Branded Grid Wall Tunnel Walk-Through
Monitors Showcasing Adidas Content
Custom Lighting + Environmental Branding
Execution + Load-In + Strike
