Bringing football culture to life throughout the 2026 World Cup.
The Brief
Throughout the 2026 FIFA World Cup, adidas partnered with Lizzi Kapran across a series of campaigns designed to celebrate football beyond the game itself. Each activation had its own objective, but together they positioned adidas at the centre of the tournament by combining sport, fashion, community and culture.
MUSE proposed Lizzi because of her bold personality, editorial styling and cinematic editing style. Her ability to translate creative briefs into immersive, scroll-stopping content made her the ideal creator to support multiple adidas campaigns throughout the tournament.
adidas’ brand hub, Home of Soccer, at STACKT Market, was created to be the destination for fans throughout the tournament, bringing together live music, community events, gifting, media moments and football culture.
Lizzi created a styling Reel that showcased football jerseys as fashion pieces rather than sportswear, using immersive transitions, speed manipulation and editorial outfit styling to encourage audiences to see the space as the place to experience the World Cup.
adidas Adistar XLG – “Double Take”
For the launch of the Adistar XLG 2.0, adidas challenged creators to make audiences stop scrolling. The shoe’s exaggerated silhouette became the inspiration for content centred around scale, colour, composition and cinematic storytelling.
Lizzi responded with a fashion styling Reel featuring oversized proportions, surreal object interactions and seamless transitions between bold looks. Her editing mirrored the product’s exaggerated design language while delivering the disruptive visual style adidas had briefed.
To celebrate football culture through fashion, Browns x adidas wanted creators to demonstrate how football jerseys and trainers could be styled naturally within everyday wardrobes during the World Cup.
Lizzi delivered a styling Reel built around authentic outfit creation, combining football shirts with Browns x adidas footwear through cinematic transitions and object movement editing. The content positioned football-inspired styling within contemporary fashion while maintaining the excitement surrounding the tournament.
Results
Across three campaigns, Lizzi demonstrated her ability to adapt her creative approach while maintaining a recognisable visual identity. From community activations and product launches to fashion styling, each piece of content supported a different adidas objective while collectively reinforcing the brand’s presence throughout one of the world’s biggest sporting moments.
For bookings and enquiries: l@musetheagency.com
