Simon Property Group will host four adidas-branded soccer events at Del Amo (June 14), Houston Premium (June 18), Sawgrass Mills (June 27) and Phipps Plaza (July 15), featuring fan zones, DJ performances and Match Ball installations. Adidas in-store activations will run at 90 Simon centers with limited-edition product releases.
Simon Property Group and adidas have formed a summer alliance to bring immersive soccer fan programming to Simon’s premier shopping destinations. The collaboration blends live block parties, match-viewing watch parties and exclusive adidas retail activations to engage soccer fans and families.
Four flagship block party events will take place at Del Amo Fashion Center on June 14, Houston Premium Outlets on June 18, Sawgrass Mills on June 27, and Phipps Plaza on July 15. Each gathering will feature interactive fan zones, DJ performances and a larger-than-life adidas Match Ball installation.
Beyond live events, adidas will enhance in-store experiences at 90 Simon centers nationwide. Participating retail locations will showcase limited-edition product drops, collectible merchandise and scratch-off prize promotions tied to qualifying purchases.
The initiative aims to drive incremental foot traffic and dwell time across Simon properties during the summer sports season. Increased shopper engagement and exclusive merchandise offerings could translate into higher ancillary sales for mall tenants and bolster leasing appeal for future activations.
