WC26
Launch of the adidas Official Match Ball and Home & Away Jerseys across 80+ EU stores, providing strategic direction and influencer + media playbooks.
OMB TRIONDA
I was lucky to take strategic lead in launching the World Cup Official Match Ball (Trionda) and Home and Away Jerseys for WC26. The challenge was to maximise media visibility whilst leaning into the dual narrative of sport performance and cultural lifestyle expression.
Product selection and campaign creative made use of pre-existing product selection for 80+ EU stores, adapting a global toolkit for 80+ stores across EU. Regional marketing teams were equipped with influencer and creator storyboards that targeted the full lifestyle moment — where previously only the sport performance story was an emphasis. This made the most of the return of the trefoil logo and expanded the world-building into more categories and audiences.
As a result we were able to convince our media and retail partners that no other brand would have as great an impact during the tournament — increasing visibility through storytelling rather than spend. It was the brand's largest retail moment in its history, during the world's biggest ever sporting event.
HOME + AWAY JERSEYS
Developed a full retail toolkit and campaign directive covering 80+ EU stores across multiple nations. Central to the strategy was a cultural and commercial insight: the return of the Originals trefoil logo to the away kit for the first time since the late 80s created a rare crossover moment — football product that spoke equally to the performance fan and the lifestyle consumer.
Built on the insight that terrace culture and football lifestyle had never been more commercially powerful. Developed influencer playbooks and storyboards giving stores a clear model for creator content — targeting lifestyle and fashion voices alongside sport creators to demonstrate the crossover. Cross-merchandising across jerseys, tracksuits and sneakers extended the audience and the basket.