Adidas Football hosted the World Final of its global football tournament in Marseille, France (12-13 September 2015) as part of its latest football boot campaign.
Event Organiser: Iris Worldwide
Client: Adidas
Location: Marseille
Location Brief: European City Docks
Working with Iris Worldwide & Adidas on the #BeTheDifference World Final
I carried out extensive research across European city docks before helping Iris Worldwide bring Adidas’s #BeTheDifference World Final to life in Marseille. The event took place in September 2015 at the city’s docks—transformed into a one-of-a-kind football arena using shipping containers, custom-built mini pitches, and a huge 30 ft reactive LED scoreboard flown in by crane.
This wasn’t just a tournament—it was the grand finale of a global journey that spanned over 30 cities worldwide. Amateur players from around the globe competed, with professional stars from top clubs like Real Madrid, Chelsea, and Bayern Munich arriving by helicopter to judge and play exhibition matches.
Final Thoughts
Supporting Adidas and Iris Worldwide on this project was a standout experience—bringing global energy to a raw, urban setting and helping shape a tournament that celebrated football from the streets to the stadium. A real blend of creative logistics and cultural storytelling.
Here are some of my original location scout photo’s for the event:
Event Film: