Coca-Cola FIFA World Cup Fan Activation 2026 – Live Shoe Customization

What we did?

Exclusive products become even more impactful when guests can make them their own.

Digital Events partnered with The Coca-Cola Company and adidas to deliver a live footwear customization experience during a FIFA World Cup fan activation in DUMBO, Brooklyn. Guests purchasing the limited-edition Coca-Cola Samba were able to personalize their sneakers on-site with custom rhinestone graphics, creating a memorable retail experience that blended sport, style, and creativity.

Interactive personalization continues to elevate product launches by giving consumers a unique connection to the brands they love.