阿迪达斯传奇野场

2026年06月13日-2026年06月21日

上海 西岸梦中心

项目现场

阿迪达斯「传奇野场」城市大型户外主题活动于2026年美加墨世界杯期间登陆上海西岸穹顶艺术中心北广场，活动周期为6月13日至21日。作为世界杯官方营销的核心线下阵地，项目以品牌《野场传说》传播大片为内核，将街头草根足球确立为核心叙事线索，通过沿滨江开阔区域整体规划的开放式街区布局，以品牌标志性三条纹与赛事红黄绿主色调搭配美式街头涂鸦视觉，构建巨型复刻世界杯官方用球「三重浪」装置与大面积梅西主题彩绘外立面作为全场视觉锚点。场地顺势划分为专业3V3竞赛野场、梅西之屋球星文化展、潮流互动街区与世界杯美食市集四大板块，依托西岸滨江自然景观打造落日观赛与露天休闲的松弛氛围，打破传统体育活动单一竞技模式，将足球、潮流、美食与演艺熔铸为全民向滨水足球乐园。

在空间制作与场景营造层面，项目采用户外模块化装配式工艺，竞赛场地铺设标准化专业运动地坪，艺术装置结合大型彩绘围挡、充气巨型足球、玻璃钢球星雕塑与悬挂三角彩旗组合落地，兼顾户外耐用性与视觉冲击力。作为全场核心沉浸式空间的梅西之屋，以「山峦」为叙事动线，从山脚到山顶完整铺展梅西六届世界杯生涯时间线，通过哑光墙面、线性氛围灯光与分层陈列的历代专属战靴、经典球衣、生涯名场面影像及限量藏品，配合墙面镌刻的梅西经典独白与马拉多纳、梅西、亚马尔三代球星传承内容，构建起一座可步入的足球圣殿；室内软装融入阿根廷特色装饰与马黛茶体验点位，还原南美街头氛围。全场地导视、摊位与打卡装置统一运用美式街头手绘字体与球场标线元素，形成高度一致的街头足球视觉体系。

活动设置完整赛事运营体系，面向全国招募跨界草根球队开展3V3野场争霸赛，明星艺人及国脚球星到场观赛助阵，总冠军队伍赢取世界杯决赛门票，借助赛事话题持续引爆线下流量。潮流街区配套三条纹报刊亭、球迷零售商店、野场造型工坊、足球趣味挑战与数码互动体验区，提供面部彩绘、花式足球秀与滑板体验等街头文化内容，联动多家品牌打造美食市集，搭配夜间live演出与集体观赛大屏，兼顾运动、休闲与社交多重需求。观众可录制祝福语音、复刻标志性庆祝动作，通过强互动机制产出海量UGC内容，实现赛事氛围造势、世界杯系列产品种草与线上社交传播的全域营销闭环。

作为1949年诞生于德国的运动品牌，阿迪达斯长期以足球为核心基因，是世界杯历史上最忠实的合作伙伴之一。此次「传奇野场」不仅是对世界杯赛事氛围的线下承接，更标志着品牌在中国市场的营销逻辑从传统专业竞技展示向沉浸式生活方式场景与全民社交娱乐的战略转型。通过将草根足球、球星文化、潮流消费与滨江休闲深度融合，阿迪达斯以「人人皆可成为野场球王」的包容性主张，将品牌从运动装备供应商升维为城市青年文化的策动者，在世界杯这一全球顶级IP的加持下，完成了从产品销售到文化共情的深层跃迁。

The Adidas "Legendary Wild Pitch" large-scale urban outdoor themed event landed at the North Plaza of the Shanghai West Bund Dome Art Center during the 2026 FIFA World Cup, running from June 13 to 21. As the core offline stronghold for the brand's World Cup official marketing campaign, the project anchored itself in the narrative kernel of the "Wild Pitch Legends" communication film, establishing street grassroots football as its central storyline. Through an open-block layout planned along the expansive riverside area, the activation employed the brand's iconic three stripes alongside the tournament's red-yellow-green palette paired with American street graffiti visuals, constructing a giant replica of the World Cup official match ball "Trisula" and a large-scale Messi-themed painted facade as the venue's visual anchors. The site naturally divided into four zones: a professional 3v3 competition wild pitch, the "House of Messi" star culture exhibition, a trend interaction district, and a World Cup gourmet market, leveraging the West Bund's riverside natural landscape to create a relaxed atmosphere for sunset viewing and open-air leisure, shattering the traditional single-sport competition model by fusing football, street culture, food, and live performance into an all-inclusive riverside football paradise.

In terms of spatial production and scenography, the project utilized outdoor modular prefabricated construction techniques, laying standardized professional sports flooring for the competition area, while art installations combined large painted barricades, inflatable giant footballs, fiberglass star sculptures, and hanging triangular pennants to achieve both outdoor durability and visual impact. The "House of Messi," serving as the core immersive space, employed a "mountain range" narrative circulation, unfolding Messi's six World Cup journeys from foothill to summit through matte wall surfaces, linear ambient lighting, and tiered displays of his generational exclusive boots, classic jerseys, career highlight footage, and limited collections, complemented by his classic monologues engraved on walls and the generational lineage of Maradona, Messi, and Yamal, constructing a walkable football sanctuary. Interior soft furnishings incorporated Argentine-themed decorations and yerba mate tea experience points to recreate South American street atmosphere. The entire venue's wayfinding, stalls, and check-in installations uniformly employed American street hand-drawn typography and pitch line elements, forming a highly cohesive street football visual system.

The event established a complete tournament operations system, recruiting cross-border grassroots teams nationwide for a 3v3 Wild Pitch Championship, with celebrity artists and national team stars attending to cheer, and the champion team winning World Cup final tickets, continuously igniting offline traffic through tournament buzz. The trend district was equipped with a three-stripe newsstand, fan retail store, wild pitch styling workshop, football fun challenges, and digital interactive zones, offering face painting, freestyle football shows, and skateboarding experiences, while partnering with multiple brands for a gourmet market, complemented by nighttime live performances and collective match-viewing screens, satisfying diverse needs for sports, leisure, and socializing. Visitors could record blessing voice messages and replicate iconic celebration gestures, generating massive UGC content through strong interactive mechanisms, achieving a closed-loop of tournament atmosphere building, World Cup product seeding, and online social media dissemination.

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