fútbol society
Agency
Experience.Monks / Jam3.Monks
Year
2023
To celebrate the 2024 MLS season and Copa América’s epic return to the US, adidas is popping up in key Latiné cities with the adidas Fútbol Society. It’s an authentic celebration of fútbol and the culture born from it.
Fútbol Society started as an idea for a flexible adidas platform that could change from city to city without losing its identity.
I joined the project from the start, working with Ela Boyd and Alexandra Wells on the early art direction and design system — exploring how graphics, product, props, merch and spatial moments could all become part of the same world.
From there, the project grew into a much larger team, with different creatives evolving the system across each activation.
Credits
Client — adidas Football / adidas North America
Agency — Experience.Monks / Jam3.Monks
Executive Creative Director — Sanya Grujicic
Creative Direction — Trent Rohner, Ela Boyd & Alexandra Wells
Design Direction — Kie-Gwan Leihitu & Marcelo Quinzio
Art Direction & Design — Amaral Junior, Danilo Nagura, Raphael Mendes, Xiaocha Zhang, Juan Castro & Julia Grzeskowiak
Strategy — Ryan Johansen, Vanessa Valenzuela & Katherine Rosenbaum
Production — Shannon Kennedy & Summer Jackson
Experiential Production / Fabrication — Stoelt Productions
Cultural / Content Partners — SoccerBible, Classic Football Shirts, Secret Fútbol Club, REMEZCLA, Bueno, BRESH
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