CASE STUDY
adidas Football Festival
Fueling Fandom at a Massive Scale
#1
Fueled the #1 Sports Event on Roblox in 2025
480M+
Minutes of Brand Engagement
51M+
Gameplay Sessions
Client Challenge
With fewer Gen Z & Alpha individuals identifying themselves as “avid” football fans compared to past generations, how could adidas ignite passion for the game in a new way?
Campaign Objective
Position adidas as the leading football brand for Gen Z and Gen Alpha football players and fans who don’t engage in traditional sports fandom, by bringing the celebration of the game to the native environment where they already spend their time.
Execution
Aiming to reach millions of young Football fans, adidas partnered with Gamefam to tap into FIFA Super Soccer, the biggest official sports game on Roblox, averaging 1.5 million daily gameplay sessions and 11-minute session lengths.
Launched just ahead of the 2025 holiday season, the four-week campaign transformed FIFA Super Soccer into a fully immersive adidas-branded experience. Players entered an adidas-themed world featuring a fully-themed lobby, locker room, and stadium, alongside a dedicated UGC (Roblox avatar item) store where fans could explore and equip adidas gear.
At the core of the campaign, Gamefam introduced official adidas boots, kits, and apparel, integrated directly into gameplay as wearable and playable in-game assets. Players could also represent 14 adidas partner football clubs, including Argentina, Flamengo, Boca Juniors, Club América, Union Berlin, and Al Nassr - many of which appeared on Roblox for the first time.
To drive engagement throughout the campaign, players were invited to complete a series of challenges that progressively required them to score goals & generate assists, unlocking exclusive rewards & keeping them engaged.
To extend the program & deepen community involvement, Gamefam & adidas actively engaged with thousands of FIFA Super Soccer Discord members, amplifying the campaign beyond the game.