The FOOTLAB° Tour

For the new edition of FOOTLAB° by Intersport x adidas in a summer tour format, the ambition is clear: grow the franchise on a national scale while strengthening its identity. Deployed across multiple cities, the activation is part of an ongoing structural partnership between Intersport and adidas, with a strategic focus on the F50 and its universe dedicated to speed, performance, and innovation. The campaign is built on a complete ecosystem combining digital recruitment, paid media, on-the-ground experience, and influence. The multi-platform strategy (Meta, TikTok, Snapchat) aims to drive traffic to the landing page and recruit young footballers and their families. On the ground, the experience takes the form of an "F50 Speed Universe" structured around themed workshops: speed, precision, an immersive arena, and a mini-tournament, with an enhanced setup and visible co-branded elements. The image of iconic players is integrated at the heart of the storytelling to inspire participants and fuel communications. In parallel, an ambitious content strategy extends the activation beyond the pitch: weekly master content, dynamic short-form formats, live stories, and amplification through specialist football creators. The overall campaign demonstrates the ability to combine event activation, digital storytelling, and sports marketing performance, in keeping with the FOOTLAB° DNA and the business objectives of adidas and Intersport.