adidas fútbol society is for lovers of the beautiful game. It brings players and fans together into a community-led movement where they can share their passion, experience joy, and celebrate the new era of soccer in America where fútbol is free. Designed to unite Gen Z Latinx soccer fans and players across North America, AFS celebrates fútbol where passion and culture come first. In 2024, the activation toured three cities with six stops, blending premium retail, content creation, and community activations to highlight key moments—from the MLS launch to Copa América. Each event featured VIP parties, athlete appearances, club and youth integration, product drops, art installations, game watch parties, panels, and more. By fusing retail, culture, and storytelling, AFS became a dynamic hub for fandom, fashion, and fútbol—rooted in authenticity, inclusivity, and forward-looking creativity.