As the World Cup kicked off at Luzhniki Stadium, adidas "sought to create one of its biggest live experiences in a bespoke venue" in London's Shoreditch to follow its World Cup "Creativity is the answer" campaign, according to Yasmin Arrigo of CAMPAIGN LIVE. Taking place on the opening weekend of the tournament, the "concept was simple," adidas UK Dir of Brand Marketing Barry Moore explained. He said, "'Creativity is the answer' is this year’s World Cup campaign for adidas, so this activation had to tie in with that. We wanted to give London’s young football-obsessed audience the chance to share their creativity with us." Hundreds of the brand's fans showed up at Creator Base over the first five days of the World Cup to "do exactly that." The space featured a fully installed football pitch, a live music space, a creator workshop, a live radio broadcast space hosted by Reprezent Radio and, "crucially," a World Cup screening room and EA Sports FIFA lounge. The campaign also "wanted to focus on creators around the world using their skills to solve city challenges." In London, this included a celebration of This Fan Girl, a community "dedicated to bringing female football fans together," plus a "showcase of London innovators creating sustainable products" (CAMPAIGN LIVE, 6/28).
