adidas unveils exciting plans for FIFA fans in Dubai


November 9, 2022 | By RetailME Bureau

adidas is set to turn up the football fever in the UAE during the FIFA World Cup Qatar 2022 with interactive fan experience zones across Dubai. With a few weeks left to go before people from around the world descend on the region to watch the matches, and many planning to visit and stay in the UAE, adidas is gearing up to give footfall fans a slice of all the action and an unforgettable time without having to catch a plane. The brand will set up hot spots across Dubai with large screens to broadcast live matches, exciting activities and once-in-a-lifetime opportunities to meet its football ambassadors and iconic players.

There will be something for every football lover at the massive 1,050 sqm experiential and interactive Al Rihla Arena by adidas housed within the official BudX FIFA Fan FestivalTM Dubai, welcoming 10,000 fans daily at Dubai Harbour. One of 6 official International FIFA Fan FestivalsTM globally the Budx Fan festival space will include FIFA’s cutting edge 4D audio technology that will transport fans to the stadiums and make them feel part of the action. Open from November 20 to December 18 the adidas space will see a massive screen with live matches broadcasted and a packed schedule of immersive activities. Visitors can enjoy hair stencil spray customisation, face painting with country colours and Instagram-worthy photo opportunities in the adidas Players’ Lounge as well as shop for customisable and localised merchandise in the retail space.

Residents and visitors will be able to witness a rare sight in The Dubai Mall’s lagoon as a 300 sqm floating adidas family house for fans complete with an experiential retail space, programming and activations will pop up between November 16 and December 18.

adidas will take over several other locations to spread the football cheer across the city. The brand’s giant official match ball (OMB) will feature in different areas across Dubai for fans to interact with and experience heroes of the World Cup appear as giants in the landscape when they scan the QR code on the structure.

In addition, adidas Originals will also be launching a limited-edition line for Dubai designed by the cultural trendsetter and creative Cheb Moha that will be exclusively sold in the adidas Originals Flagship store in The Dubai Mall. As part of the brand’s efforts to collaborate and support creatives in the region, adidas Originals will also have an exclusive drop in collaboration with Qatari artist Zainab Al Shibani, which will be sold at the adidas Originals store in Place Vendome, Doha.

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