The Intersport Clubhouse

For the 2026 World Cup, INTERSPORT wanted to establish a strong football territory at the heart of Paris and offer supporters far more than a simple brand presence. The challenge: create a place capable of bringing together sports practice, football culture, communities, and retail experience within a single setup. SPK designed the INTERSPORT Clubhouse, a football-dedicated event activation conceived as a genuine lifestyle venue, accessible to a wide audience and able to keep the competition alive beyond the matches themselves. Set up under the Canopée for several weeks, the Clubhouse was structured around two complementary spaces. On level -1, the event hub brought together a 3x3 pitch, spaces for the public, and a program blending sports practice, demonstrations, talks, culture, and esports. A dedicated space also showcased INTERSPORT and the FFF's commitments through a staged, interactive approach. On level -3, the experience continued into a retail journey combining brand zones, product showcases, personalization, testing, games, and engagement devices. To give this sports marketing activation a rhythm, SPK built an evolving program combining open play, communities, clubs, associations, competitions, and show moments. Weekdays favored inclusion and practice in particular, while weekends strengthened the competitive and event dimension. The FFF, partner brands, and Westfield were integrated into this ecosystem to make the Clubhouse a meeting point between sport, culture, partnership, and brand experience. The setup thus allowed INTERSPORT to translate its positioning into a tangible space: a place to play, watch, discover, and experience football.