adidas Football Festival: Winning Gen Z & Alpha on Roblox in FIFA Super Soccer

ABOUT THIS ENTRY

adidas teamed up with FIFA & Gamefam to launch an activation within FIFA Super Soccer on Roblox. The official home of FIFA on Roblox attracts 1.5 million daily gameplay sessions (biggest official sports game on Roblox) & Roblox itself is the hub of cultural activity for this generation, with players spending 2.5+ hours per day on platform. 

Together, they launched adidas Football Festival inside FIFA Super Soccer to meet the next generation where they play & hang out – letting football culture live there, natively. adidas Football Festival allowed players to use adidas gear, earn unique rewards & play as one of 14 adidas partner football clubs, including Argentina, Flamengo, Boca Juniors, Club América, Union Berlin, Al Nassr & more (many appearing on Roblox for the first time). 

adidas Football Festival was a massive success:

• 51M+ visits 
• 468M+ brand engagements
• 8M+ hours of brand engagement 
• Fueling the #1 sports event on Roblox in 2025

*Source: Roblox 

How does this represent "Excellence in Engagement"?

adidas demonstrated that community building and authentic brand integration within Roblox gameplay can be a natural extension to traditional digital advertising and sponsorship formats.  Together, adidas, Gamefam and FIFA positioned adidas as the culturally relevant football brand for young generations in their native environment.

adidas Football Festival made FIFA Super Soccer gameplay more rewarding by intertwining the brand with core game mechanics that players love, featuring official clubs, kits, and rewarding quests in the game, turning every match into a more authentic, emotional and engaging experience for soccer fans. This was much more than an ad; it was the go-to place for football fans to come back day after day.

The approach from adidas, Gamefam and FIFA fueled the #1 sports event on Roblox in 2025 with 51.5M visits, 8M hours of engagement, and a peak of 37.5K concurrent users. 

Objective

adidas’ goals included:

• Identify a Way to Engage with Gen Z and Gen A Besides Traditional Digital Advertising & Sponsorship: Demonstrate that community building and authentic brand integration within Roblox gameplay can be a natural extension to traditional digital advertising and sponsorship formats. 
• Cement adidas’ Status in Next-Gen Football Culture: Partner with Gamefam and FIFA Super Soccer to position adidas as the culturally relevant football brand for young generations in their native environment. 
• Build Brand Love: Position adidas as the leading brand for Gen Z and A football fans worldwide.
• Showcase adidas Products and Partner Clubs: Integrate official boots, kits and apparel into FIFA Super Soccer as wearable, playable assets – turning product placement into active brand participation. Also, create a platform for adidas partner clubs to attract new fans and engage existing ones in an immersive and interactive way.  

Strategy & Execution

Four-week Football Festival in FIFA Super Soccer:

• Playable adidas Clubs: adidas integrated official boots, kits & 14 partner clubs directly into gameplay. The event had a LatAm twist & players competed as their favorite adidas partner clubs including Argentina, Flamengo, Boca Juniors, River Plate, Club América & Tigres UANL – playable for the first time on Roblox, making them part of the game & not just decoration. 
• Full Environment adidas Takeover: FIFA Super Soccer was transformed into a fully-immersive adidas experience, featuring an adidas-themed lobby, locker room, stadium & dedicated UGC (Roblox avatar item) store. The brand was seamlessly embedded throughout the game, allowing players to gear up like their favorite athletes & experience the authentic feel of global soccer.
• adidas-themed Quest: To align with gameplay, adidas introduced a series of challenges that invited players to complete progressively-harder objectives such as scoring goals & generating assists – unlocking exclusive rewards & keeping them engaged.
• Exclusive adidas Rewards: Players who completed the quest were granted exclusive adidas avatar item rewards, including an adidas Trionda (official 2026 World Cup ball), adidas beanie, adidas headband, adidas logo hair, adidas goal celebration & more. 
• Discord Extension: To deepen community involvement, Gamefam & adidas engaged with the 55K+ FIFA Super Soccer Discord members, encouraging participation & offering rewards. 

Organizations

• adidas

  FIFA

  Gamefam

  Roblox

Links

•   Website

Featured

• Gamefam - Roblox developers/creators

Credits

Ricardo Briceno
CEO
Gamefam

Alli Guglielmino
SVP of Growth
Gamefam

Bruce MacLean
VP of Live Operations
Gamefam

Marlon Castillo
Director, Strategic Partnerships
Gamefam

Ezra Bijleveld
Game Producer
Gamefam

Andy Cremeans
Art Director
Gamefam

Georgi Stoimenov
Senior Business Development & Gaming Manager
FIFA

Christian Volk
Director, eFootball & Gaming
FIFA

Jai Ganatra
Gaming & Digital Activation Manager
FIFA

adidas Gaming Team and partner Clubs adidas Gaming Team and partner Clubs
adidas Gaming Team and partner Clubs
adidas Gaming Team and partner Clubs