Adidas Hosts World Cup Event at Hong Kong's Harbour City

Adidas Hong Kong launched "The Yard 2026" at Harbour City's Ocean Terminal Deck from June 12 to June 24, transforming the waterfront space into a street culture playground to celebrate the 2026 FIFA World Cup. This activation served as the local component of adidas' global "Backyard Legends" brand film, aiming to capture the World Cup's energy through a community event that merged football, streetwear, music, and live sports.

The Yard featured several immersive zones, beginning with the "Legendary Zone," a retrospective display of classic jerseys and World Cup memorabilia. This area led to a "street wall" showcasing global football stars in their new national kits. Key installations included a 4-meter-tall replica of the TRIONDA match ball and a "Sea of Jerseys" display designed for fan interaction and social media sharing. An on-site customization hub, "The Yard Studio," allowed adiClub members to personalize their adidas gear.

The opening night on June 12 featured a diverse lineup of Hong Kong cultural figures. COLLAR members Marf and Ivy So showcased streetwear paired with federation kits. The celebrity football group FC3, comprising Kaho Hung, Locker Lam, and Tony Wu, along with Kaisei Soccer, were present. Local hip-hop group 24Herbs provided musical entertainment. The event also included appearances by world fencing champions Ryan Choi and Kaylin Hsieh, elite athletes Virginia Lo and Kai Lok Wong, and Hong Kong National Football Team players Sun Ming Him and Raphaël Merkies.

Throughout the two weekends, "The Yard" hosted a 3-on-3 street football tournament for local amateur players, aligning with adidas' "Play Free" philosophy for its World Cup campaign. The event aimed to foster community engagement and celebrate football culture within Hong Kong.