ADIDAS WORLD CUP CREATIVE AND DESIGN DIRECTION
For the FIFA World Cup 2026, we set out to define how adidas would show up on football’s biggest global stage, building a visual direction capable of reflecting the game through a diverse, global lens. At the intersection of Latin American football passion and North American cultural spectacle, we explored a vision of football driven by freedom, joy, competition, and shared emotion, connecting what happens on the pitch with the culture that surrounds it.
The result was a comprehensive visual direction for adidas Football, creating a clear creative foundation for teams and partners to bring the World Cup 2026 brand to life across global communications.
Role: Senior Art Director and Creative Designer
PHOTOGRAPHER:
Camila Falquez
For the FIFA World Cup 2026, we set out to define how adidas would show up on football’s biggest global stage, building a visual direction capable of reflecting the game through a diverse, global lens. At the intersection of Latin American football passion and North American cultural spectacle, we explored a vision of football driven by freedom, joy, competition, and shared emotion, connecting what happens on the pitch with the culture that surrounds it.
The result was a comprehensive visual direction for adidas Football, creating a clear creative foundation for teams and partners to bring the World Cup 2026 brand to life across global communications.
Role: Senior Art Director and Creative Designer
PHOTOGRAPHER:
Camila Falquez
VISUAL IDENTITY
To reflect the diversity, carnival spirit, and celebratory energy of the World Cup, we introduced a expressive colour palette inspired by the energy of Mexico and lLatin America vibrant culture. In contrast, typography draws from the bold and energetic language of North American sports culture, bringing these two worlds together to create a visual system that feels joyful, dynamic, popular and unmistakably global.
To reflect the diversity, carnival spirit, and celebratory energy of the World Cup, we introduced a expressive colour palette inspired by the energy of Mexico and lLatin America vibrant culture. In contrast, typography draws from the bold and energetic language of North American sports culture, bringing these two worlds together to create a visual system that feels joyful, dynamic, popular and unmistakably global.
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The identity came to life through global campaigns, brand activations, retail, events, and social media, adapting to different markets, formats, and moments while maintaining a distinct and recognizable World Cup expression.
A flexible system that gave teams around the world the freedom to create, while keeping every touchpoint connected by the same energy, attitude, and visual language
A flexible system that gave teams around the world the freedom to create, while keeping every touchpoint connected by the same energy, attitude, and visual language
