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Almost two weeks have elapsed since the initial kick-off of the 2014 World Cup in Brazil. While the opening match took place in Sao Paulo – just an hour away – near the sunny beaches of Rio is where the tournament will ultimately finish with the finals on Sunday, July 13 at the Maracana. Given the huge stage presented before them, many sponsors and football-relevant brands have elected to set-up shop temporarily in the host nation, including German sportswear giant adidas. Given the necessity to be close to the action, The Three Stripes has temporarily taken over one of Brazil’s most iconic institutions, the headquarters of Clube de Regatas do Flamengo (or simply known to many as Flamengo).
“The multi-sport institution boasts one of the largest fan bases of any sports franchise globally.”
Once a rowing club, the multi-sport institution boasts one of the largest fan bases of any sports franchise globally. Past counts have suggested upwards of 40 million in Brazil alone who support the team and its black and red kit. From Posto adidas, adidas has utilized the base to orchestrate continuing stories pertaining to both sponsored teams and players. In a rare opportunity, marketing teams from across the world have had the luxury of working alongside one another day and night.
Upon first entering the doors of Flamengo, you’re first greeted by a massive example of adidas’s 2014 World Cup match ball, the Brazuca. From there, the traditional colors and quotes from Flamengo are on display including an impressive statue of former Brazilian superstar and Flamengo manager, Zico. A comprehensive adidas retail shop also includes an assortment of both club gear and performance product. Eventually, the lobby makes way for a display featuring much of adidas’s prior World Cup achievements including both historic match balls and boots. A further media staging area allows visitors to check out some of the World Cup’s individual player awards such as the Golden Ball, Golden Boot, and the Golden Glove.
“The next floor up is where much of the action takes place with regional teams working in unison to help create stories and awareness involving product and stories.”
The next floor up is where much of the action takes place with regional teams working in unison to help create stories and awareness involving product and stories. A “war room” encapsulates several innovative digital tools, tracking social media and fan reactions across the globe while televisions strewn across the floor ensure action is as easy as simply looking up. A number of adidas innovations were also on display including the Brazuca Cam, a progressive concept including six GoPro cameras affixed within the ball itself which followed the various adidas national teams across their pre-World Cup training efforts. While the Brazuca Cam will never see a commercial release, the miCoach SMART BALL is the latest unveiling that brings a whole new level of coaching and metrics to football that enables players to immediately enhance their deadball skills through dedicated and real-time statistics.
To cap it all off is a rooftop terrace for hanging out that features all the match balls from every single game. Each game, 40 match balls are created and printed with the match details, of which a single ball is taken from the lot and put on display. Beyond the main building, swimming pools, a church, and a bank as well as small training facilities exist to help create a unified experience that show Flamengo is much more than just a club you support, but a way of life.