adidas, one of the world’s most iconic sports brands, launched the Home of adidas Football (HOAF) to create a dynamic presence throughout EURO 2024. The ambition: engage communities, amplify football culture, and show up where it mattered most — on the street and in the scroll.

EURO 2024 wasn’t just a sporting event — it was a month-long, real-time cultural moment. For adidas, as the host-country brand, the expectation wasn’t just visibility. It was leadership. To be out front, to move fast, and to shape the conversation before anyone else did.

The ask: deliver daily content that didn’t just keep up with the tournament, but tapped into the energy of the moment— blending live sport, city culture, and the pulse of digital platforms. And do it while engaging the community in real time, every single day.

In a space where the narrative shifted by the hour — between goals, creators, fan energy, and trending moments — our mission was clear: don’t just show up in culture. Shape it.

Together with adidas Germany, we built an always-on, social-first ecosystem designed to meet the moment. From platform-native storytelling to headline-making collabs, we created content that didn’t just capture the Euros — it became part of them.
Our team delivered daily content for adidas’ Instagram channel and built assets tailored for both organic and paid. The content mix ranged from fast-cut Q&As and TikTok-style Reels, to reactive carousels and community-led moments.

During EURO 2024, adidas turned Berlin’s Platz der Republik into the Home of adidas Football — a cultural epicentre for fans, creators, and the game itself. From daily publishing to fan-driven activations, we helped adidas stay at the centre of the conversation — before, during, and after every match.

Adidas - Home of adidas Football – Culture. Community. Kick-off. – HY.AM STUDIOS

Home of adidas Football – Culture. Community. Kick-off.

We didn’t just produce content — we created presence. From daily publishing to on-the-ground storytelling, we kept adidas in the feed and in the moment. Every piece — from creator content to big-name collabs — was fast, native, and designed to reflect the culture around the game, not just the game itself.

At the core was daily content: stories from the ground, creator-led clips, and standout pieces featuring adidas legends like David Alaba, Iker Casillas, and Ian Wright. From lighthearted TikToks to playful carousels, we made sure every format travelled, resonated, and felt alive.

HOAF became more than a venue — it became a cultural magnet. With social-first formats tailored for engagement, we built momentum around the space and gave fans a reason to return. From live matches to creative drop-ins, our coverage made sure the energy of Berlin reached far beyond the square.

The adidas Berlin account grew by over 100,000 followers in just one month. Our collaboration with Deadpool hit over 35 million views, and multiple reels pulled in seven-figure numbers. HOAF became a headline-grabbing destination — widely covered by press and recognised as one of EURO 2024’s most culturally relevant brand experiences.

adidas

"Home of adidas Football – Culture. Community. Kick-off."

Publishing in Real Time

Content That Moved

Making HOAF the Place to Be

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