Introduction

In June 2024, adidas, a global leader in sports apparel and equipment, sought to leverage its sponsorship of UEFA EURO 2024™ to engage football enthusiasts in Indonesia, a country with a passionate football fan base. To achieve this, adidas partnered with Status Pro Sport to create an immersive experience event at Mall PIM 3 in Jakarta, Indonesia.

The Case

adidas faced several challenges and objectives:

1. Increase brand awareness and strengthen association with UEFA EURO 2024™ in the Indonesian market.
2. Engage Indonesian football fans across different age groups, with a particular focus on young enthusiasts.
3. Showcase adidas-sponsored team merchandise and drive interest in EURO 2024 products.
4. Generate significant media coverage and social media engagement to amplify the event's impact.
5. Create a memorable, interactive experience that aligns with adidas' brand values and football heritage.
6. Foster community engagement and support grassroots football development in Indonesia.

Our Approach

Status Pro Sport developed a comprehensive, multi-faceted strategy to address adidas' objectives:

1. Event Design and Layout:
   • Created an interactive booth featuring virtual jersey try-ons for EURO 2024 participating countries.
   • Implemented skill challenge zones for visitors to showcase their football abilities.
   • Designed a merchandise showcase area for adidas-sponsored jerseys and shoes.
2. Celebrity and Influencer Engagement:
   • Invited local football stars like Muhammad Ferarri from Persija Jakarta.
   • Collaborated with women footballer such as Shalika Aurelia and Sabreena Dressler to attract diverse crowds.
3. Youth Focus and Community Outreach:
   • Dedicated a special day to children from local football schools.
   • Organized activities and mini-tournaments to foster young talent and passion for football.
4. Media and PR Strategy:
   • Organized a high-profile kick-off ceremony and press conference to generate initial media buzz.
   • Developed a comprehensive press kit and facilitated media interviews throughout the event.
5. Interactive Experiences:
   • Set up football challenges for visitors.
   • Organized meet-and-greet sessions with football personalities.
6. Product Showcase and Sales Integration:
   • Displayed a wide range of adidas EURO 2024 merchandise.
   • Offered exclusive event discounts to drive on-site and online sales.

Results

The adidas UEFA EURO 2024™ experience event exceeded expectations and delivered impressive results:

1. Event Metrics:
   • Duration: June 14-30, 2024 (17 days)
   • Location: Mall PIM 3, Jakarta, Indonesia
2. Digital Reach and Media Impact:
   • Online Reach: Approximately 168,559,459 people
   • Media Value: Rp. 900,000,000 (approx. $54,908)
   • PR Value: Rp. 4,500,000,000 (approx. $274,538)

The adidas UEFA EURO 2024™ experience event successfully engaged football enthusiasts across age groups, showcased adidas products, and generated significant media coverage. It provided a platform for fans to connect with the brand and the upcoming tournament while also nurturing young talent through dedicated youth activities. The event's success has paved the way for future collaborations between adidas and Status Pro Sport, setting a new benchmark for sports marketing activations in Indonesia.