The Ask

adidas wanted to deepen community support at soccer tournaments and grassroots moments nationwide, meeting athletes and families where they already were, in a more elevated, hands-on way. A way to get cleats onto feet and into the hands of players for on-site demos.

The Solution

Our team conceptualized a traveling soccer van program: two custom Sprinter vans, one East Coast and one West Coast, wrapped in bold, eye catching, and story-driven campaign graphics that turned each van into a moving billboard. Inside, each van unfolded into a pop-up activation featuring a custom footwear wall, a FIFA PlayStation setup, a recovery lounge with rollers and foam pads, and space for soccer activities allowing the brand specialists to demo the footwear in a meaningful way.

The Result:

The program resonated enough with athletes and tournament partners that adidas expanded it, adding a second fleet of Run vans to activate running product using the same model.

Logistics

While the adidas sales team identified affiliated clubs and tournament partnerships, our team owned and managed the vans from end to end.

My team met directly with tournament directors ahead of every stop to scope site space, gather attendance numbers, electrical access, weather and safety considerations, and build a run of show.

Briefed and coordinated brand ambassadors:

Assisted in event staffing, training, and scheduling ambassadors to pick up the vans from storage and run activation at each event.

Owned giveaway coordination:

Worked with adidas to secure and distribute giveaway products using demographic and cultural information custom to each event (jerseys, and swag for every single event on the tour)

Stayed hands-on with production:

Personally drove vans to pick up new wraps and helped organize each van's interior for smooth turnover between stops.