Adidas Terrace Tour 2024 - Stop 3: New York
Adidas Fútbol Society’s third stop in Brooklyn celebrated the return of Copa América, transforming a 7,500-square-foot space into an immersive fútbol experience. With art direction inspired by stadium culture, the event captured the essence of competition, innovation, and passion. Massive fabric swags bearing the team colors of Colombia, Jamaica, Argentina, Mexico, Chile, and Peru hung from the truss, setting the stage for a space where fans, athletes, and creatives came together. A locker room-inspired exhibit featured team jerseys, memorabilia, a vintage coach's desk, and a boot wall showcasing the relaunch of the F50 cleat.
A 14-foot LED tunnel led guests into the heart of the activation, where a custom F50-inspired statue highlighted the speed and agility of the iconic cleat. The event featured a scaled 24-by-40-foot pitch, where attendees could test the F50 cleat and watch local soccer clubs compete in three-on-three mini-tournaments from custom bleacher seating. Programming included custom jersey displays, locker prizing, nail art, and exclusive food and beverage offerings inspired by Copa América. The activation kicked off with an exclusive opening party on June 6, blending music, culture, and sport in an unforgettable celebration.
Adidas Fútbol Society – Copa América Brooklyn Stop
CLIENT: .Monks (for Adidas)
TYPE: Immersive Brand Experience + Community Engagement
LOCATION: Brooklyn, NY.
ACTUALIZATION: An immersive Copa América-themed activation celebrating the tournament’s return, featuring a custom pitch, F50 cleat showcase, and interactive cultural programming.
OUR ROLE:
Opening Launch Party Coordination (Catering, Bar, Nail Art, and More)
Location Scouting
Venue Build-Out + Layout
Custom LED Tunnel Installation
Fabrication + Installation of Locker Room + Memorabilia Display
F50 Cleat Display Fabrication
Bleacher Seating + Scaled, Playable Pitch Setup
Lighting, Audio + Visual Production
Retail Bodega + Customization Station
Prop + Decor Sourcing
On-Site Production + Logistics Management
