adidas World Cup Sell-In 2026

As Lead Producer for adidas’ five-day World Cup 2026 stadium takeover in Los Angeles, I orchestrated multiple activations across BMO and SoFi Stadiums for 500+ guests. The experience included a dinner on the BMO soccer field, a floating stage in the SoFi stands, a fashion show with over 50 models, and custom content on more than 100 LED screens, including the iconic SoFi Infinity Screen. I managed multiple production, AV, staging, and hospitality teams, overseeing all aspects of execution while maintaining full control of the project budget. From immersive stadium-wide experiences to intimate partner activations, I ensured every moment delivered world-class quality, elevated the adidas brand, and created unforgettable experiences for every guest.