Minneapolis Agency Latitude Designs Miami Pop-up for Adidas to Celebrate Messi Mania

Latitude, an award-winning strategic design agency based in Minneapolis and long-time creative partner of Adidas, recently designed a six-month pop-up destination for fans and locals in downtown Miami—which they pulled off in just three weeks.

The concept, Fütopia, is a one-of-a-kind, 4,500 sq ft. pop-up that creates a euphoric space that soccer fans could only dream of. Equal parts pop-up boutique, soccer clubhouse, and museum of Messi—Fütopia seamlessly blends the hottest Terrace Culture wear from Adidas with shareable Messi moments to deliver a memorable experience that leaves guests feeling love for Messi and the growing soccer community in Miami. The shop sells Messi fan apparel, Adidas soccer lifestyle/performance, and other Adidas essentials.

Commenting on the campaign, Jason Strong, executive creative director at Latitude, said, “Having worked with Adidas’ soccer business unit for over a year and with the brand for over a decade, we knew American soccer fans are extremely passionate about the game of soccer, have a deep love and loyalty for their team, as well as foster a sense of community connected with the global nature of the sport. We wanted to design a pop-up to mark this massive moment for Miami fans with Messi’s signature jersey and Adidas gear set in a dramatic dreamscape—all while building on the Messi mania, the biggest news in U.S. soccer since Beckham.”