Henry V Events

Street Soccer Goes Guerrilla

The Challenge:
Henry V and adidas developed a multi-day guerilla event that brought soccer to the people. Sudden matches featuring star professional soccer athletes, referees and cheerleaders popped up instantaneously on streets of downtown Seattle.

The Solution:
Spontaneous soccer matches were played in intersections and at crowded tourist locations. The stunts attracted the attention of thousands of passersby over three days leading up to the MLS Cup finale and Fan Fest. People played a quick match or kicked penalty shots against talented area players and professional athletes.

The Results:

• Media coverage included news reports by several local media outlets, ESPN, FOX and a local documentary filmmaker also captured the scene.
• Nearly 200 consumers shared digital photos of the fun with adidas, providing candid images and entering these lucky fans in a sweepstakes.
• Henry V and adidas staff distributed more than 5,000 information cards, which communicated key Predator X product messages with consumers.