STADIUM × ADIDAS × SVFF
THE WORLD CUP BUS
THE IDEA
How do you turn a sponsorship into something football fans can actually experience? Ahead of the World Cup, Stadium and adidas wanted to bring their partnership with Swedish football closer to the fans. Our idea was to take it on the road. We created the World Cup Bus, a mobile football experience designed to show up where the fans were. From the concept and visual identity to the bus itself, competitions, content and live experiences, Rond developed and produced the activation from start to finish.
- Project year
- 2026
- CLIENT
- Stadium & adidas
- PARTNER
- Swedish Football Association
- THE OUTPUT
- Rond was responsible for the activation from concept to execution, including the bus design and production, event environment, competitions, content, photography, film and on-site production. The campaign was amplified across Instagram, TikTok and LinkedIn, turning a physical activation into a social experience that lived beyond every stop.
ON THE ROAD
In the days leading up to the main event, the bus appeared at secret locations around Stockholm. Clues were released through social media, sending fans across the city in search of the bus and the chance to be first to win official adidas Sweden jerseys and World Cup prizes.
The activation culminated in Kungsträdgården ahead of Sweden's game against Japan, where we transformed the bus into a full fan experience with competitions, giveaways, a photo booth, music, content and football culture. SportTouchen joined the activation, creating content and adding another layer of energy for the younger fans.
The World Cup Bus also visited a youth football tournament, bringing the experience and World Cup prizes directly to the next generation of players.
