In our Adidas campaign for EURO 2024, we want to make football more loved again, to bring back the feeling of the 2006 World Cup.

Football has become inaccessible due to high streaming fees and mandatory sports club memberships, which means that Generation Z no longer identifies with the sport and therefore it's not "postable" for them. So let's go back to basics and make football accessible again by bringing people together through street football.

To do this, Adidas is renovating and rebuilding football pitches and relaunching its app to host events to lower the barrier to joining a football club. We are also bringing football back to social media with the #kickittogether football skill challenges and connecting all generations through our adidas Public Viewings.

This campaign was created during the D&AD Shift programm in a "brief in a day " challenge at Adidas.