THE BRIEF
adidas wanted to capitalise on the momentum of UEFA Women's EURO 2025, a historic moment for women's football. The ask was to create an activation that went beyond traditional sponsorship, one that authentically connected fans with the sport, celebrated the culture surrounding women's football, and positioned adidas as a genuine community builder, not just a sportswear brand.

THE IDEA
We recognised that women's football isn't just about what happens on the pitch, it's about the creativity, community, and culture that surrounds it. The Three Stripe Social Club became a physical manifestation of this belief: WHERE FOOTBALL MEETS CULTURE, AND EVERYONE IS INVITED. By creating curated, multidisciplinary spaces in Basel and Zurich, we gave fans, creators, and communities a place to show up, connect, and celebrate the game on their own terms.

THE EXECUTION
A twin-city experiential activation centered around two vibrant hubs: Basel's Unternehmen Mitte and Zurich's Europaallee district transformed into open-access cultural destinations featuring:

• Daily live match screenings with atmosphere that rivaled being in the stadium

• Live performances from local artists (Naomie Lareine, Bombay Mami, Priya Ragu) and DJ sets

• Interactive customisation experiences: custom jersey design workshops, hand-painted trainer stations, tattoo sessions by Saint Noir collective, nail and tooth gem artistry by The Clean Candy Club

• Panel discussions with women's football players and cultural figures

• Exclusive product raffles and giveaways

The spaces operated as "twin locations"connected by shared purpose but flavoured by their distinct local communities, reinforcing that women's football belongs everywhere.