Kamp Grizzly x Adidas World Cup Fan Fest 2026

Can you use an enterprise event platform to run a high-volume, outdoor, consumer-facing sports activation? Yes. Here's exactly how.

About

Sporting events are one of the most daunting events to take on. And if you're planning an activation at the world's biggest sporting event (FIFA World Cup 2026) with fans travelling from city to city, country to country, for a globally known brand like adidas, you’d need a service and software partner who’d help you make planning and coordination a seamless experience.

Kamp Grizzly, an independent agency that creates meaningful connections between the world's best brands and the cultures they participate in, came to us looking for an event platform that could handle the coordination, organisation, and execution for adidas to create a fan destination in New York City for the FIFA World Cup 2026.

It was a full six-week activation, open every single day, free to the public, with over 68,000 fans registering from June 13 to July 19.

Challenges

But the thing is, sports activations are nothing like a corporate conference or a product launch.

A multi-week event

For starters, this wasn't a one-day event. It was six weeks of daily, high-volume attendance. Every single day brought a new wave of fans showing up, needing to be registered, checked in, and managed without the experience feeling chaotic.

Branding that felt consistent

Then there was the brand. This was adidas, so everything had to look and feel right. Kamp Grizzly needed a fully customised registration experience that matched adidas's visual identity.

Ticketing & Access

Different days meant different types of tickets, with separate confirmation emails and passes for special events.

Mobile and Desktop responsiveness

Registration, check-in, ticketing, and more all had to work perfectly on both desktop and mobile.

Real-time data tracking

They needed clean, real-time check-in data every day, for reporting and to actively manage attendance.

Building & Launching in Eight Days

Here's everything we built, configured, and put in place in eight days.

Registration & Landing Page

We built the landing page to match adidas’s branding, creating a seamless registration flow.

Ticketing

A ticketing system based on type and activities was implemented, including separate confirmation emails for different event types.

Hardware & Check-In

Six Zebra TC22 scanners managed daily check-ins and provided real-time capacity updates.

On-Site Support

Our team was on the ground for initial training and offered remote troubleshooting support for the duration of the event.

Enterprise Onboarding

From day one, Kamp Grizzly had a dedicated team to assist with everything.

Outcome

In the first ten days, over 70,000+ people registered for the adidas Home of Soccer activation in New York City, with 18,594 unique fans scanned in.

There were 19,703 total check-ins with peak attendance reaching 19,684 on a single day. Kamp Grizzly sent over 80,000 emails through the platform, achieving a 49.5% open rate.

Success Lessons

Kamp Grizzly achieved self-sufficiency within 48 hours, managing their event effortlessly thanks to effective training and support from InEvent.

Next Line of Action

Agencies, brand teams, and marketers planning a sports activation can replicate this success by using a robust platform designed for high volume and complex integrations.