Accompanying the campaign is the 'FREE THE ECHOES' project, a series of experiential events rolling out across Seoul. Highlights include the guerrilla-style 'Three Stripes Market' hosted by comedian Yoo Se-yoon and rapper Muzie, a Korea vs Czech Republic fan event where chants serve as currency, and a supporter trip to the Mexico vs Korea match for challenge participants.
Taking place in Seoul's trendiest districts—Gangnam, Hongdae, Seongsu, and Itaewon—the initiative goes beyond traditional marketing by creating immersive, participatory experiences for fans. With reactions declaring the campaign already won before kickoff, Adidas is solidifying its role as a connector of sports, culture, and community through this World Cup activation.
FAQ
Who participated in the adidas 2026 World Cup campaign?
Korean national football representatives Son Heung-min and Lee Kang-in, and Stray Kids' Felix participated, alongside a global lineup including Lionel Messi, Jude Bellingham, Lamine Yamal, and Bad Bunny. The campaign garnered attention for its composition spanning sports and entertainment.
Where is the adidas FREE THE ECHOES project taking place?
It takes place in Seoul's major hotspots including Gangnam, Hongdae, Seongsu, and Itaewon. The program includes various experiential activities like guerrilla event 'Samseon Everything Store' with Yoo Se-yoon and Muzie, cheer payment events, and away fan support experiences.
When was the adidas YOU GOT THIS campaign released?
It was released ahead of the 2026 FIFA North & Central America World Cup opening. The brand is strengthening its presence by launching the campaign with global icons even before the tournament begins.
