ADIDAS GA CUP, DALLAS
Inspire the globe’s top young athletes with an immersive experience to create and test their skills off the field at the largest gathering of youth soccer players in the country
Every year, adidas and MLS welcome 1k+ top international youth players at the GA Cup. Tasked with creating a distinct player lounge for athletes to kick it during their time off the field, NVE created a space that joined gamified content and highlighted the Virtuoso pack from adidas’ latest lineup. The multi-activation space highlighted key apparel and footwear through interactive elements such as the Makerlab where guests personalized cleats, accessories, and windbreakers. With the work of a local artist, guests selected limited edition embroidered patches to rep their favorite iconic adidas brand marks.
To create an engaging skill-drill that allowed players to compete against a professional MLS athlete, we hired an MLS pro to run a dribbling agility course and then used interactive technology to replicate his pace against players with a light-animated system. We built a responsive app and leaderboard for players to easily play and track standings. A custom, web-based registration system gathered useful data for adidas while filtering thousands of players, coaches, and creators into the space for over a week of activation.