ADIDAS FUTURE ARENA

An immersive experience created by Superbien for Adidas during Euro 2016, simulating a match in a jubilant stadium.

(About the project)

For Euro 2016, Adidas teamed up with Superbien to make every fan's dream come true: becoming a soccer superstar. The goal was to offer an immersive experience that plunges players into the intensity of a high-level match in a stadium filled with fans.

Client Adidas
UBI BENE

Superbien recreates the atmosphere of a stadium using virtual reality and video mapping.

(Creative response)

Superbien designed Future Arena, an immersive device combining animation, video mapping, and spatialized sound. Upon entering the field, players pass through a stadium tunnel and feel the vibrations of the stands, the cheers of the fans, and the boos after a tackle.

An immersive experience acclaimed for its innovation and emotional intensity.

(Result & Impact)

Future Arena makes a lasting impression with a 360° digital fresco simulating a stadium filled with 50,000 people. The experience offers fans an intense and participatory moment, praised for its realism and emotional dimension. It has become a highlight of the adidas campaign for Euro 2016.