In 2025, FIFA wanted to increase visibility among US audiences ahead of the FIFA Club World Cup and FIFA World Cup 2026. To do that, they partner with us to design and deliver a 6,400 sqft activation at Fanatics Fest: the world’s leading sports fan festival that brings together athletes, celebrities, top leagues, and fans for a multi-day celebration of sports culture and collectibles. In just five weeks from pitch to activation, we created an event that stood out, exceeded all stakeholder expectations, and turned casual attendees into lasting FIFA fans.
NOT LIKE THE REST
We guided every aspect of the project, from creative vision through on-site delivery. Instead of blending in with some of FIFA’s competitors’ exclusive concepts, we stood out, designing an experience that emphasized inclusivity and accessibility and invited every attendee — from lifelong football fans to casual sports collectors — to step into FIFA’s world.
The stadium-inspired, 6,400 sq. ft. fan experience featured a glowing archway entrance that became a beacon on the show floor and nine distinct zones that included:
