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Sports

July 20, 2018
The Bud Hotel
The Bud Hotel

Located in the heart of Moscow, Budweiser transformed the InterContinental Hotel into the Bud Hotel for the duration of the tournament. The branded hotel featured a bar and restaurant with guest chef Diego Bulk, who created a special burger exclusively for the hotel for the first weekend of the tournament. The hotel also included the Bud x Loft, a spa and venue area designed for special events and after-parties, as well as Bud Studios, a space for content producers.

Photo: Courtesy of Bud Light
Bud Club
Bud Club

Budweiser also took over Moscow club Gipsy with a lineup of musical guests including Diplo, Ludacris, Nas, Zedd, Oliver Heldens, Armin Van Buuren, and more.

Photo: Courtesy of Bud Light
Bud Boat
Bud Boat

During a portion of the tournament dates, a double-decker Bud Boat floated on the Moskva River and offered fans access to food, entertainment, viewing screens, a barcuzzi (a Jacuzzi with a bar), and special events.

Photo: Courtesy of Bud Light
Visa’s Ultimate FIFA World Cup FOMO
Visa’s Ultimate FIFA World Cup FOMO

For the 2018 World Cup, Visa, which is the official payment services provider of FIFA and has partnered with the soccer association for more than 10 years, documented Zlatan Ibrahimović’s journey to the tournament, not as a player (he's retired from international soccer) but as a brand ambassador of sorts, as part of its marketing campaign. The financial services company also installed over 3,500 new point-of-sales terminals in all 12 stadiums, in addition to 1,000 mobile concession stands.

Photo: Courtesy of Visa
Visa’s Ultimate FIFA World Cup FOMO
Visa’s Ultimate FIFA World Cup FOMO

Various tournament packages were made available to Visa clients, including a four-night, five-day option that proved to be the most popular with 3,000 visitors booking it. Guests were able to register through Visa’s custom app and download program information and a personalized itinerary before their visit. Upon arrival, guests were given R.F.I.D. credentials that allowed them to participate in the activations within the brand’s footprint, which included two lounges at the Moscow Marriott Hotel Novy Arbat and the Four Seasons Hotel Moscow.

Photo: Courtesy of Visa
Visa’s Ultimate FIFA World Cup FOMO
Visa’s Ultimate FIFA World Cup FOMO

Since Russia isn’t necessarily a popular tourist destination, the Visa team wanted to showcase the best of the host country, explained Jenny Stahl, director of global hospitality event management at Visa. To highlight the local culture, a dedicated space within the lounge area was decked out with traditional Russian wares and accessories, and during the afternoon Russian fare and delicacies such as vodka, caviar, and wine, were served. Lounge design and production was handled by Shiraz Creative.

Photo: Courtesy of Visa
Visa’s Ultimate FIFA World Cup FOMO
Visa’s Ultimate FIFA World Cup FOMO

Called the Perfect Pint, this self-service beer kiosk allowed guests to grab a brew in a commemorative cup with the tap of their credentials. The first time a guest visited the kiosk, which created by Britelite Immersive, it asked which team they were rooting for, and the AR-enabled camera overlaid face paint and team flags onto an image that could be shared on social media.

Photo: Courtesy of Visa
Visa’s Ultimate FIFA World Cup FOMO
Visa’s Ultimate FIFA World Cup FOMO

Guests could test out their own soccer skills at an on-site augmented-reality activation called Shooting for the Stars, which gave them their own 3-D avatar and three shots on goal to win a FIFA World Cup soccer ball. The activation was created by Inition.

Photo: Courtesy of Visa
Visa’s Ultimate FIFA World Cup FOMO
Visa’s Ultimate FIFA World Cup FOMO

Guests were able to “keep” their avatars via a video that featured them flying into a stadium of the future in a Visa-sponsored spaceship. Visa partnered with Moscow company Texel for the avatar activation.

Photo: Courtesy of Visa
Nike’s Box MSK
Nike’s Box MSK

On June 12, Nike opened Box MSK, a site covering 15,000 square feet in Moscow's Gorky Park that includes an outdoor football court inspired by a traditional Russian korobka (an urban courtyard cage where soccer matches take place). The multipurpose space, the opening of which was timed to the World Cup, will become a base camp for the brand’s “Made to Play” initiative, a worldwide program to boost youth participation in sports. Box MSK will be open year round and includes a streetball court designed for three-on-three basketball, as well as the korobka. There are also training and yoga spaces, and the center will become the base for Moscow’s Nike Running Club.

Photo: Courtesy of Nike
Spotify's Fit as a Footballer Fitness Event
Spotify's Fit as a Footballer Fitness Event

On June 20, Spotify hosted its “Fit as a Footballer” event with Olympic and World Cup champion Brandi Chastain on the rooftop of the streaming platform’s offices in New York. The company was promoting its “The World’s Game” content, a playlist showcasing game-day preparations and celebrations in countries where football is king, such as Colombia, Brazil, Mexico, and Argentina. The playlist contained videos showing fans engaging in rituals, superstitions, and traditions as they prepare for the World Cup mixed with a special performance by a local artist or band.

Photo: Kimberly Mufferi
Spotify's Fit as a Footballer Fitness Event
Spotify's Fit as a Footballer Fitness Event

For the event, Chastain developed a soccer-inspired workout with Equinox trainer Mary O. The pair also provided workout tips to the guests.

Photo: Kimberly Mufferi
Louis Vuitton x FIFA World Cup Pop-Up
Louis Vuitton x FIFA World Cup Pop-Up

In early June, Louis Vuitton opened up a pop-up store in the Miami Design District dedicated to its official World Cup collection. The shop features soccer-inspired store interiors, in addition to an LV-branded exterior field where visitors can catch live-streamed matches.

Photo: Courtesy of Louis Vuitton
Louis Vuitton x FIFA World Cup Pop-Up
Louis Vuitton x FIFA World Cup Pop-Up

On the field, a hexagonal structure that resembles the World Cup ball includes a reflective interior surface for snapping selfies.

Photo: Courtesy of Louis Vuitton
Louis Vuitton x FIFA World Cup Pop-Up
Louis Vuitton x FIFA World Cup Pop-Up

Inside the shop, brand-new releases, including the limited-edition World Cup trunk, which is displayed in the center of the store, as well as versions of the brand’s Keepall and Apollo bags and a selection of small leather goods, all inspired by the design of the tournament ball, are on view. The pop-up store will be open to the public until July 15.

Photo: Courtesy of Louis Vuitton
M.L.B. Assembly was an inaugural multi-day pop-up event that showcased designers, artists, musicians, and athletes in an exhibit curated by the league and advertising agency DMA United. The event took place from July 13 to 16 at District Pier at the Wharf in Washington during M.L.B. All-Star Week. Field by Snarkitecture, an interactive architectural installation made of baseball bats and wooden billets, was on display outside the venue.
M.L.B. Assembly was an inaugural multi-day pop-up event that showcased designers, artists, musicians, and athletes in an exhibit curated by the league and advertising agency DMA United. The event took place from July 13 to 16 at District Pier at the Wharf in Washington during M.L.B. All-Star Week. Field by Snarkitecture, an interactive architectural installation made of baseball bats and wooden billets, was on display outside the venue.
Photo: Adam Glanzman
Visitors were able to wander through the field of Louisville Slugger bats. On the other side, a lathe operator was creating bats from the wooden billets, which were then added back to the “field” as completed bats.
Visitors were able to wander through the field of Louisville Slugger bats. On the other side, a lathe operator was creating bats from the wooden billets, which were then added back to the “field” as completed bats.
Photo: Adam Glanzman
Visitors were encouraged to observe the process of creation and transformation, as the field shifted from billets to bats over the four days. Linder served as the project lead and lead vendor for M.L.B. Assembly, working with Design Foundry, Select Event Group, RSVP Catering, EventEQ, On Tap, and Hargrove.
Visitors were encouraged to observe the process of creation and transformation, as the field shifted from billets to bats over the four days. Linder served as the project lead and lead vendor for M.L.B. Assembly, working with Design Foundry, Select Event Group, RSVP Catering, EventEQ, On Tap, and Hargrove.
Photo: Adam Glanzman
During the 118th U.S. Open Championship, which took place at Shinnecock Hills Golf Club in Southampton, New York, in June, U.S.G.A. partner American Express built its first-ever American Express Card Member Club on site. Located at the 10th hole green, the club offered card members and fans lounge seating, along with food and beverage items for purchase. The space was an extension of the brand’s marketing campaign called “Powerful Backing: Don’t Do Business / Don’t Live Life Without It;” some of the clubhouse's wall decor featured the messaging with the words “live life” spelled out in golf tees.
During the 118th U.S. Open Championship, which took place at Shinnecock Hills Golf Club in Southampton, New York, in June, U.S.G.A. partner American Express built its first-ever American Express Card Member Club on site. Located at the 10th hole green, the club offered card members and fans lounge seating, along with food and beverage items for purchase. The space was an extension of the brand’s marketing campaign called “Powerful Backing: Don’t Do Business / Don’t Live Life Without It;” some of the clubhouse's wall decor featured the messaging with the words “live life” spelled out in golf tees.
Photo: Michele Laufik/BizBash
Inside the club, guests were able to grab essentials like binoculars and radios, play Golden Tee arcade games, and sign golf balls, which were included in an ever-evolving wall display.
Inside the club, guests were able to grab essentials like binoculars and radios, play Golden Tee arcade games, and sign golf balls, which were included in an ever-evolving wall display.
Photo: Michele Laufik/BizBash
During the 2018 World Cup in Russia, which took place in June and July, Visa, the official payment services provider of FIFA, set up two lounges for clients and guests, one of which featured a wall with rows of soccer balls.
During the 2018 World Cup in Russia, which took place in June and July, Visa, the official payment services provider of FIFA, set up two lounges for clients and guests, one of which featured a wall with rows of soccer balls.
Photo: Courtesy of Visa
During the 67th N.B.A. All-Star Game weekend in February, N.B.A. partner Kia hosted a public activation at Hudson Loft in downtown Los Angeles. The space, which had athlete appearances throughout the weekend, was decorated with roughly 700 basketballs that were later donated to the Girls Inc. Center.
During the 67th N.B.A. All-Star Game weekend in February, N.B.A. partner Kia hosted a public activation at Hudson Loft in downtown Los Angeles. The space, which had athlete appearances throughout the weekend, was decorated with roughly 700 basketballs that were later donated to the Girls Inc. Center.
Photo: Courtesy of Kia
Throughout that same weekend, American Express hosted a free, open-to-the-public pop-up on South Hope Street, a few blocks from L.A. Live. The multi-sensory activation, dubbed the American Express Experience, featured several interactive rooms and installations. The main room included 18 crystal chandeliers crafted from basketball hoops. Design studio the Other Half used more than 9,000 crystals for the installation.
Throughout that same weekend, American Express hosted a free, open-to-the-public pop-up on South Hope Street, a few blocks from L.A. Live. The multi-sensory activation, dubbed the American Express Experience, featured several interactive rooms and installations. The main room included 18 crystal chandeliers crafted from basketball hoops. Design studio the Other Half used more than 9,000 crystals for the installation.
Photo: Phillip Faraone/Getty Images for American Express
A golden vault tied into American Express’s long partnership with the Los Angeles Lakers. A 500-pound door led to a room with 500 safety deposit boxes and 30 gallons of gold paint, along with gold basketballs and hoops on the wall.
A golden vault tied into American Express’s long partnership with the Los Angeles Lakers. A 500-pound door led to a room with 500 safety deposit boxes and 30 gallons of gold paint, along with gold basketballs and hoops on the wall.
Photo: Phillip Faraone/Getty Images for American Express
At the 2017 U.S. Open, which took place at the USTA Billie Jean King National Tennis Center in the Flushing Meadows-Corona Park section of Queens, sponsor Grey Goose served the tournament’s official cocktail. The vodka brand also had its first-ever suite at the stadium. Decor included a branded step-and-repeat created with tennis balls and rackets in the brand’s signature blue color.
At the 2017 U.S. Open, which took place at the USTA Billie Jean King National Tennis Center in the Flushing Meadows-Corona Park section of Queens, sponsor Grey Goose served the tournament’s official cocktail. The vodka brand also had its first-ever suite at the stadium. Decor included a branded step-and-repeat created with tennis balls and rackets in the brand’s signature blue color.
Photo: Ilya S. Savenok/Getty Images for Grey Goose
In November 2014, RJ Whyte Event Production produced the grand re-opening celebration, titled “Tennis Shoes, Ties, and After 5,” for the Southeast Tennis and Learning Center. The event was held in the 48,000-square-foot tennis center in Washington. Decor by Design Foundry included flying arches of tennis balls from hanging tennis racquets that bounced off of centerpieces of artfully stacked books. Large tennis balls were also stacked on glass vases to complement the high ceilings in the facility.
In November 2014, RJ Whyte Event Production produced the grand re-opening celebration, titled “Tennis Shoes, Ties, and After 5,” for the Southeast Tennis and Learning Center. The event was held in the 48,000-square-foot tennis center in Washington. Decor by Design Foundry included flying arches of tennis balls from hanging tennis racquets that bounced off of centerpieces of artfully stacked books. Large tennis balls were also stacked on glass vases to complement the high ceilings in the facility.
Photo: Chris Burch
During N.B.A. All-Star Weekend in New Orleans in February 2017, Foot Locker partnered with Nike to transform its Canal Street location into a brand hub that included a DJ booth with a backdrop of black basketballs.
During N.B.A. All-Star Weekend in New Orleans in February 2017, Foot Locker partnered with Nike to transform its Canal Street location into a brand hub that included a DJ booth with a backdrop of black basketballs.
Photo: Courtesy of Foot Locker
At the University of Chicago Laboratory Schools’ Connections gala, held in March at the Geraghty, Kehoe Designs created clever sports decor using sporting equipment such a golf balls, tennis rackets, and baseball bats.
At the University of Chicago Laboratory Schools’ Connections gala, held in March at the Geraghty, Kehoe Designs created clever sports decor using sporting equipment such a golf balls, tennis rackets, and baseball bats.
Photo: Courtesy of Kehoe Designs
Ahead of March Madness, Marriott International—the official hotel partner of the N.C.A.A.—hosted a basketball-theme breakfast at the Renaissance New York Times Square Hotel's R Lounge in March. The event featured basketball-theme floral centerpieces by Olga Sahraoui, as well as brackets for attendees to fill out. The hotel handled event production in-house.
Ahead of March Madness, Marriott International—the official hotel partner of the N.C.A.A.—hosted a basketball-theme breakfast at the Renaissance New York Times Square Hotel's R Lounge in March. The event featured basketball-theme floral centerpieces by Olga Sahraoui, as well as brackets for attendees to fill out. The hotel handled event production in-house.
Photo: Courtesy of Marriott International
At the 2012 Hudson River Park gala held in May at the Hudson River Park in New York, Matthew David Hopkins of 360 Design Events created centerpieces that incorporated running shoes and bicycle wheels.
At the 2012 Hudson River Park gala held in May at the Hudson River Park in New York, Matthew David Hopkins of 360 Design Events created centerpieces that incorporated running shoes and bicycle wheels.
Photo: Jamie Watts Photography/Courtesy of 360 Design Events
At the Taste of Tennis event in Miami, held in conjunction with the 2015 Miami Open in April of that year, a wall of oversize tennis balls with the Evian logo served as branded decor.
At the Taste of Tennis event in Miami, held in conjunction with the 2015 Miami Open in April of that year, a wall of oversize tennis balls with the Evian logo served as branded decor.
Photo: John Parra/Getty Images for AYS
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