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.

Translating the festive encounter between sport and culture, the first moment of the activation presented an experience that retold the history of the World Cups through the eyes of the ball, the element that has always been and will always be the central presence on the pitch. It is the foundation of the game, of the matches, of the people, of memories and of passions. Based on this premise, the brand delivers a narrative that reconnects memories across different generations, from those who experienced the pride of being world champions to those who still dream of living 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, in addition to access and the opportunity to purchase official World Cup products, including Trionda, as well as exclusive items that connect performance, culture and passion for the game. Inside the Arena, visitors were able to immerse themselves in this universe through mapped projections, interactive activations, official merchandise and a customization area.

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