During the World Cup, all brands talk about football. In this environment, with many big players with big budgets, only a powerful idea could stand out.

In the World Cup of all World Cups, Adidas is a part of every game: from stadiums to schoolyards. The Adidas Mini Arena brought the game into a package. The football boots’ box becomes goal posts. And the bag turns into the official ball of the World Cup.

The pre-launch was at the Adidas concept store. Later on, demand increased and the Mini Arena became a package available for online purchase, thus spreading all over the country.