adidas creates Rocket League-inspired experience ahead of FIFA World Cup

adidas has revealed details about its latest activation, transforming the UAE desert into an immersive football-inspired spectacle, bringing together football, motorsport and gaming culture through a Rocket League-inspired experience built for the social-first era of sport storytelling ahead of the FIFA World Cup 2026.

Turning the visual world of gaming into a real-life desert arena, the activation reimagines how audiences engage with football culture ahead of the world’s biggest sporting tournament.

Beginning at the adidas store in Dubai Mall, fans will be able to explore dedicated football retail spaces bringing the energy of the tournament into-store through immersive visuals, interactive moments and football culture throughout the month.

In addition to the desert activation, the campaign has been rolled out across the brand’s regional digital and social media channels.

View this post on Instagram

A post shared by adidas Arabia (@adidasarabia)

Bilal Fares, General Manager, adidas EMC, said, “Today, fans experience sport far beyond the pitch, through gaming, entertainment, and digital culture. As we build momentum towards the world’s biggest football tournament, our focus is on creating experiences that reflect how younger audiences consume and connect with football today.

Fares added, “Activations such as this allow us to participate in culture in a way that feels immersive, social-first, and native to the communities driving the future of the game.”

Set against the desert landscape, the stunt saw leading football content creators take on a Rocket League-inspired challenge featuring customised G-Wagons and an oversized adidas Trionda football, bringing the game’s iconic world to life in the UAE desert.

View this post on Instagram

A post shared by adidas UAE (@adidasuae)

The customised G-Wagons reflected the design language of adidas’ Road to Glory Pack, with each vehicle representing one of the collection’s two iconic silhouettes: the F50 and Predator.

Inspired by the distinct identities of speed and precision that define the boots, the vehicles brought the collection to life beyond the pitch, translating adidas’ latest football innovations into an immersive desert spectacle.

As anticipation for the world’s biggest football tournament continues to grow, adidas will also roll out football-inspired retail activations across select locations in the UAE throughout the summer.