Adidas Terrace Tour 2024 - Stop 4: Los Angeles
The fourth stop of the adidas Fútbol Society tour took over Echo Park, Los Angeles, from June 27-30, transforming the space into "El Mercadito," a lively marketplace inspired by the vibrant mercados of LA and Mexico. Produced by Stoelt Productions, the event celebrated Copa América and Mexico’s National Team (FMF) with bold design elements, interactive experiences, and immersive Adidas storytelling. Overflowing with over 20,000 props, the space featured colorful papel picado, traditional fruit stands, jerseys wrapped like fresh market goods, and marigold garlands, bringing fútbol culture to life.
Guests received custom Lotería cards, granting access to the Bueno fridge stocked with Jarritos beverages, an ice cream cart, and s fresh-cut fruit stand. Guests participated in hair braiding, manicures, and a selfie station, while a large LED screen and stage hosted two Copa América watch parties, amplifying the electric energy of the tournament. The event also showcased the history of the F50 cleat, athlete interviews, and live music, making it a dynamic celebration of fútbol’s deep connection to Los Angeles’ Latinx community.
Adidas Fútbol Society – Stop 4: Los Angeles
CLIENT: .Monks (for Adidas)
TYPE: Cultural Activation + Community Engagement
LOCATION: Echo Park, Los Angeles
ACTUALIZATION: A vibrant fútbol-themed mercado celebrating Copa América and Mexican soccer culture, featuring live match screenings, interactive fan experiences, and immersive Adidas brand storytelling.
OUR ROLE:
Event Production + Project Management
Scenic Fabrication + Installations
Prop Stylist + Décor Sourcing & Styling
Retail Experience + Product Displays
Lighting, Audio + Video Integration
Interactive Food + Beverage Elements
Large-Scale LED Screen for Watch Parties
Opening Launch Party Coordination (Catering, Bar, Nail Art, & More)
