Client — ADIDAS x UCL25
Role — Art Director
Agency — Wasserman
To support adidas’ VIP Guest Program for the 2025 UEFA Champions League Final in Munich, we were tasked with creating a premium hospitality experience within UEFA’s Munich Village and multiple event venues throughout the three-day programe.
My role as AD was to develop the core visual direction, design principles and overall guest experience. The creative was initially inspired by the adidas UCL Final 25 Official Match Ball, before evolving into a more balanced approach that blended the identity of the OMB with the character and culture of the Bavarian setting.
Our solutions were executed across three venues, creating a consistent experience from arrival through to match day.
Guests were welcomed at the Andaz Hotel with bespoke check-in moments, room drops and exclusive gifts — including event-specific pieces such as the limited adidas München footwear.
The first evening continued with a private dinner at the Bavarian National Museum, where the creative language extended across print collateral, tableware and gifting.
The first evening continued with a private dinner at the Bavarian National Museum, where the creative language extended across print collateral, tableware and gifting.
The following day moved to BMW Park Arena for an exclusive adidas brand presentation, where we transformed the venue through large-scale screen content, interactive court flooring visuals and immersive environmental branding. The presentation was delivered by adidas CEO Bjørn Gulden, Champions League winner Toni Kroos, and adidas Football GM Sam Handy.
The programe concluded with elevated hospitality at Allianz Arena for the Champions League Final itself — bringing the full experience together across sport, culture and premium guest experience.
ARIVALS [Andaz Hotel, Munich]
RECEPTION DINNER [Bavarian National Museum]
ACTIVE MOMENTS
BMW PARK [Arena, Munich]
Alianz Stadium Hospitality
Alianz Stadium [The Final]
