Always-on soccer
To successfully balance these big cinematic campaign moments, brands must consider digital cutdowns and IRL translations of the message to match Gen Z and millennial engagement online, as well as their need for culturally rich moments.
“With 85% of fans using TikTok as a second screen during live events, and fans 42% more likely to tune in to live matches after watching sports content on TikTok, the platform is helping to grow fandom and drive audiences back to the live experience,” says Kristina Karassoulis, head of luxury at TikTok UK. Brands therefore have an opportunity to attract attention across a cultural arc of team kits, fashion, and music, leaning into real-time reactions and creator-led storytelling during the competition. “The World Cup conversation is already taking shape on TikTok, months before kick-off,” confirms Karassoulis, noting that #FifaWorldCup views in the UK have grown by more than 3,000% in the past two months, while searches for “England World Cup kit” are up more than 2,300%.
In the physical realm, Corser and Stylus team have been especially intrigued by “fan fests”, the festival-style ‘sportstainment’ experiences with a broader menu of entertainment opportunities — be it fine dining, retail, or live music. The rise in brand watch parties is a case in point, as are the string of pub-style lock-ins that have dominated the activations piggy-backing sporting events this past few years. For the women’s Euros last summer, Urban Outfitters took over London pub the Old Nun’s Head, enlisting musician Romy to play for guests. Similarly, for the 2024 Euros, Adidas partnered with East London community radio NTS and global sneaker and streetwear retailer, Size?, for a takeover of an old-school, North London “boozer”, complete with a live screening, DJ sets, the collection launch, and branded beer matts. Brands and retailers entering North America should riff on ideas like these, adjusting the formats to suit the cultural settings.
If that rings alarm bells for brands concerned about this year’s time zone issues — many matches will air in the dead of the night in Europe, for example — fear not. It’s a case of adapting to the game in question, alternating between digital and physical. “Meet fans where they are,” says Thomas. “Think ‘sunrise activations’ or high-end breakfast experiences, rather than a late-night bar vibe. A [luxury brand] watch party might feel forced in the middle of the night, so the focus should be on digital-first content that’s ready for the morning-after commute.”
Glocalization
Part of this attuned approach requires a shift toward a hyper-local — and simultaneously global — strategy. Adidas’s Willis concurs. “While reaching people is important, it’s key to have cultural relevance, which could be a Stan Smith-curated dinner for Paris Fashion Week, our partnership with Someone Somewhere [a B-Corp social enterprise employing rural artisans] for our Mexico third jersey, or the program of World Cup activity we have planned for those in Brooklyn,” he says. “The key for us isn’t about choosing between local or global; it’s about blending the two.” To this point, as well as these examples, Adidas undertook a huge activation in March in World Cup host city LA, dubbed the Roadblock Party. For this, the away kits were launched amid a make-believe traffic stand still (very LA), with rapper Baby Keem and producer Kaytranada performing, as well as ambassador Gabbriette, Kendall Jenner, Barry Keoghan and more all showcasing the looks in action.
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