FIFA World Cup kits land at the Waterfront
Adidas' in-store display at the V&A definitely stands out in the usually rather sterile mall environment.
The FIFA World Cup kicks off 11 June 2026 and already the Adidas store in Cape Town V&A Waterfront is going all-in on appropriate merch.
We thought that the small details and great touches of their in-story display told a unique and authentic story of the South African involvement, that feels intimate and carefully considered.
There are gum ball machines, packets of NikNaks, boxes of Smarties. Wilson XXX sweets, Big Korn Bites - everything you would expect from a display intending to show gees.
Nice one Adidas - this one definitely stands out in the usually rather sterile mall environment.