Street soccer cages have always been a power place for young players in Moscow. But the cage gets smaller and smaller as the mastership of the players gets stronger and bigger. There is no challenge anymore – they are the best among the others, and the cage itself bounds their possibilities.

Adidas found a solution and created a unique space, where football is more than just a game. The first ever football base on a city rooftop – THE BASE Moscow.

The Base Moscow became a hotspot for young players to discover new facilities for everyday training and gave them a chance to participate in competitions of different mastership levels.

Furthermore, the BASE offered guests various events and parties with the latest cultural content, expanding TA’s horizons and triggering its interests.

Within 10 days we built up a unique space on the rooftop. 80 tons of constructions were lifted up with the building crane. Guests could choose and pick proper football boots and try them on site. Digital BASE hub became the activation ground of the BASE and was supported by engaging the participants through the social networks. Via digital BASE hub competitors could follow the tournament results, the schedule of activities and share news on social networks. Dozens of training with experts, lifestyle activations, parties and workshops became the part of the platform. THE BASE realized global adidas concept «Stadium-to-Street» which covered all playing scenarios from professional full-field to urban street ball. Within the global concept, street football competition was held. The winners obtained incomparable experience, trips to EURO and meetings with admirable PRO-players. THE BASE had become not only sport location but the place of power for like-minded.

In a month we managed to create a society of more than 7000 city players around the football base.

Social media coverage reached the number of 3 million people, while the overall media coverage of the project hit the point of 16 million contacts with TA. Moreover, this resulted in the brand’s NPS significant increase during and after the project.

The solution, innovative in terms of the approach to advertising demonstrated an effective way to enter the new formats. The BASE Moscow created massive street soccer wave that consolidated and socialized teenagers’ community. We managed to raise street soccer to a new level.