Celebrating Adidas’ legacy in football and the launch of Trionda, the official match ball of the FIFA World Cup 2026™, the brand with the three stripes opened Arena Trionda in São Paulo, an immersive experience that invited the public to revisit the history of the World Cups through the perspective of the ball.

Open to the public from October 22 to December 14, 2025, at Shopping Eldorado, the activation was completely free of charge.

Bridging sport and culture, the first chapter of the experience retold the story of the World Cups through the eyes of the ball—the element that has always been and will always be at the center of the pitch. The foundation of the game, of the matches, of the people, of memories and passions. From this premise, the brand crafted a narrative that reconnects generations, linking those who once lived the pride of becoming world champions with those who still dream of that moment.

The experience gives voice to the ball as a living witness to the history of the World Cups, weaving together past and future, performance and culture.
The space brought together technology, design and emotion, alongside access to official World Cup products, including Trionda, and exclusive items that connect performance, culture and passion for the game. Inside the Arena, visitors immersed themselves in this universe through mapped projections, interactive activations, official merchandise and a customization area.

In addition, the experience featured a lifestyle space that blended art and fashion, showcasing limited-edition pieces signed by artists partnered with the three stripes, including César Valença and Will Cypriano.