UMVA has learned that adidas is set to host a massive World of Soccer brand hub in Toronto’s STACKT Market, a highly anticipated destination for soccer fans during the FIFA World Cup.
Located just steps away from the FIFA Fan Fest and a short walk from Toronto Stadium, the hub will offer free admission to up to 1,200 fans daily on a first-come, first-serve basis from June 11-July 19. This exclusive spot promises to be a hotspot for fans to gather, watch matches, and experience the thrill of the tournament.
Inside the hub, fans will find an outdoor watch party area featuring a massive 13.5-foot by 24-foot screen that will broadcast every match of the FIFA World Cup. To fuel the excitement, local vendors will provide a variety of food and beverages, including specially curated menus on select days, crafted by renowned chefs.
Adidas is also setting up The Strike Lab, a 20-foot by 10-foot soccer activation where fans can try the adidas Predator or F50 boots and compete to see how their kick stacks up on the live leaderboard. This interactive experience is sure to draw in fans of all ages.
The hub will also feature the adidas Studio, where fans can enjoy a range of unique experiences, including haircuts, hair dyeing, braiding, and temporary tattoos. A barber will be on site to provide custom cuts, while artists will create stunning hair art and apply custom temporary tattoos.
Throughout the tournament, fans may catch adidas athletes and ambassadors stopping by the hub, adding to the excitement and energy of the event. The adidas retail pop-up shop will also be on site, offering a curated selection of FIFA World Cup gear with on-site customization available.
UMVA can exclusively reveal that this World of Soccer brand hub is just the beginning – adidas will also host similar events in New York City at Brooklyn Bridge Park, as well as in Los Angeles, Houston, Atlanta, Mexico City, Guadalajara, and Monterrey, making it a truly global celebration of soccer.
