Adidas launches FIFA World Cup 2026 campaign in KL with massive drone show, fan experiences
The “Home of World Cup” roadshow will first take place at Pavilion Kuala Lumpur from May 26 to June 3, before moving to The Exchange TRX from June 8 to June 14.
KUALA LUMPUR - Adidas has officially kicked off its FIFA World Cup 2026 campaign in Malaysia with a large-scale drone show over Kuala Lumpur and the launch of immersive fan experiences aimed at bringing football culture closer to local supporters ahead of the global tournament.
The campaign began with the Adidas drone show, where hundreds of synchronised drones lit up the Kuala Lumpur skyline in a football-themed aerial spectacle set against the backdrop of Merdeka 118 and Stadium Merdeka.
Thousands across the city witnessed the display, which featured football-inspired visuals including the brand’s iconic Three Stripes logo, the FIFA World Cup 2026 Trionda Official Match Ball, national team jerseys, player silhouettes and animated head-to-head match-up visuals inspired by the atmosphere of international football.
The showcase marked the beginning of Adidas Malaysia’s wider FIFA World Cup 2026 season campaign, which the company said aims to blend football, fashion, gaming and street culture into a single fan-focused experience.
Adidas Malaysia country manager Preston Page said football continues to represent more than sport for the brand, extending into broader culture and identity.
“Football has always been more than just a game for Adidas. It’s culture, identity and community. With World Cup 2026, we wanted to create experiences that bring fans closer to the energy of the tournament in a way that feels immersive, emotional and uniquely Adidas.
“From the return of the iconic Trefoil on football’s biggest stage to the unveiling of the Trionda official match ball and our latest federation kits, this season represents a new era of football culture that we’re excited to bring to Malaysia,” he said.
Following the drone show, the celebration has now moved into physical fan activations through the “Home of World Cup” roadshow concept, which combines football-inspired installations, gaming experiences, merchandise showcases and lifestyle elements.
The experience features a giant Trionda match ball installation alongside displays of national jerseys from football powerhouses including Argentina, Germany, Japan, Mexico and Spain.
Fans attending the event can also purchase the latest FIFA World Cup 2026 home and away kits, customise apparel at the “Made For You” station and explore exclusive World Cup City Tees.
One of the standout elements includes a football-inspired “mamak” space designed to reflect Malaysia’s unique match-day culture and social viewing traditions.
Beyond football merchandise and installations, Adidas is also integrating esports into the campaign through “The Champions Stage”, a competitive gaming tournament inspired by the structure of the FIFA World Cup.
The esports event features a 1v1 competition format where participants represent Adidas-supported federations and compete through group stages and knockout rounds before progressing to the grand final.
The tournament structure includes eight groups of four players in a round-robin stage, with the top two players from each group advancing to the knockout rounds. The semi-finals and grand final will be played in a Best of 3 format.
Winners will receive Adidas gift vouchers and exclusive merchandise, with the champion taking home an RM1,500 Adidas gift voucher and Adidas keychain, while the runner-up will receive an RM1,000 voucher and keychain.
The “Home of World Cup” roadshow will first take place at Pavilion Kuala Lumpur from May 26 to June 3, before moving to The Exchange TRX from June 8 to June 14.
Both activations will run daily from 10am to 10pm.
The campaign forms part of Adidas’ broader global build-up towards the FIFA World Cup 2026, which is expected to be one of the largest and most commercially significant editions of the tournament to date.
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