The Tamesis
always-on football
To successfully balance these big movie campaign moments, brands must consider digital reduction and real-life translation of messages to meet Gen Z and Millennials’ online engagement and their need for culturally enriching moments.
Kristina Karassoulis, head of luxury at TikTok UK, said: “85% of fans use TikTok as a second screen during live events, and fans on TikTok With a 42% increase in the likelihood of watching a live game after watching sports content on the platform, the platform is helping to grow the fan base and drive audiences back to the live experience. “There is therefore an opportunity for brands to capture people’s attention in the cultural arc of team gear, fashion and music, favoring real-time reaction and creator-led storytelling during the game.” “Conversations about the World Cup are already taking shape on TikTok months before the tournament kicks off,” Karassoulis confirmed, noting that #FifaWorldCup views in the UK have increased by more than 3,000% in the past two months, while searches for “England World Cup jersey” have increased by more than 2,300%.
In the physical realm, Corser and the Stylus team are particularly interested in “Fan Fest,” a festival-style “sports entertainment” experience that offers a wider range of entertainment opportunities – whether that’s food, retail or live music. The rise of branded watch parties is a case in point, with a series of pub-style lockdowns dominating sporting events events over the past few years. At last summer’s Women’s European Championship, Urban Outfitters took over the London bar Old Nun’s Head, hiring musician Romy to play for guests. Similarly, at Euro 2024, adidas teamed up with East London community radio station NTS and global sneaker and streetwear retailer Size? to acquire an old-school “pub” in North London and offer live screenings, DJ sets, collection launches and branded beer mats. Brands and retailers entering North America should borrow these ideas and adapt formats to fit the cultural environment.
If this is a wake-up call for brands concerned about time zones this year – many games will be broadcast late at night in Europe, for example – don’t worry. This is an example of adapting a related game, alternating between digital and physical. “Meet the fans where they are,” Thomas said. “Think of a ‘sunrise event’ or a high-end breakfast experience rather than a late-night bar atmosphere. [luxury brand] Watch parties can feel forced in the middle of the night, so the focus should be on digital-first content for after the morning commute. “
glocalization
Part of this coordinated approach requires a shift toward strategies that are hyperlocal but also global. Adidas’ Willis agrees. “While it’s important to reach people, it’s also key to be culturally relevant, which could be Stan Smith’s curated dinners for Paris Fashion Week, our collaboration with Someone Somewhere [a B-Corp social enterprise employing rural artisans] “For our Mexico third jersey, or the World Cup campaign plans we have planned for Brooklyn,” he said. It’s about bringing the two together. ” For that and these examples, Adidas hosted a massive event in March in the World Cup host city of Los Angeles called the Roadblock Party. For the occasion, the away jerseys were released while pretend traffic stood still (very LA), with performances by rapper Baby Keem and producer Kaytranada, and actual looks showcased by ambassadors Gabbriette, Kendall Jenner, Barry Keoghan and more.
