Adidas honors soccer culture with a special interactive exhibition.
On Wednesday, the sportswear brand launched The Mercury Center — a three-day hub at the Barker Hangar at the Santa Monica Airport in Santa Monica, Calif., that concludes Friday with a special viewing party for the United States vs. Colombia soccer match.
Subcultures from the soccer community will be showcased through several projects that highlight the sport’s footwear style, design, technique and skill, technology and entertainment.
Guests will have the opportunity to have their kicks customized by Chain Gang LA and The Shoe Surgeon, as well as have apparel customized by a team of illustrators and designers.
An adaptable soccer field will be featured alongside an interactive screen that players can use to test their limits on the field.
Adidas’ Mercury Center follows the label’s soccer footwear launch across X, Ace and Messi — known as the Mercury Pack — and the “First Never Follows” campaign.