As an innovative urban social experiment, Coca-Cola’s sports season campaign leverages the brand’s background as an official World Cup sponsor, integrating vintage sports style with open block streets to build a dynamic “street life supply station”. Different from conventional enclosed brand exhibitions, the project adopts an open layout, blending Coca-Cola’s classic red elements naturally into street moving lines. Inspired by vintage sports aesthetics, the space consists of three core vitality supply points: a retro “REFRESH STAND” dining cart, a cool “SNAKE SPOT” ice station and nostalgic vending machines. Combined with classic retro fonts, the design evokes public memories of traditional sports culture. Centering on the theme of “Street Player Gathering”, the event sets up diverse interactive sports challenges and free drink experiences, enabling visitors to feel the fun of sports participation. This campaign marks the brand’s transformation from simple product placement to scene symbiosis. By linking with local bistros and restaurants, Coca-Cola turns drinking beverages into a social ritual of sharing and celebration. It fully practices the brand proposition of “Raise a Glass Now”, integrates brand vitality into urban street life, and consolidates its youthful and dynamic brand image.