Creating an unforgettable, once in a lifetime experience for 120 kids from five different countries (France, Spain, Belgium, Sweden, and Germany). This guest program was exclusively tailored to the football creators aged between 16 and 18 years, thereby covering the market targeted by adidas.
During the EURO 2016 in France, we executed a unique adidas experience over three days. We created a program with different activities such as graffiti workshops, football challenges and a freestyle workshop. The agenda included amazing urban locations around famous Parisian sights, thereby ensuring maximum public interest. The highlight of the event was the opportunity to be pitch-side during a EURO 2016 match and to get as close as possible to the players.
act.³ was responsible for the overall planning, coordination and handling of operational execution and on-site handling of the youth program during the UEFA EURO 2016 in France.
Overall, the execution of the adidas Youth Program was a huge success. Most importantly, the kids experienced a unique program which they will never forget. Furthermore, the social media content, generated by the kids during the entire period of the tournament gained thousands of likes and views on all respective social media channels. The event ensured a strong and lasting creation of brand loyalty amongst the kids, which is of great value to adidas.