Home of Culture Cup | Adidas x Snipes Marketing Event in Frankfurt
We are not only experts in classic company events, conferences, or private parties in special event locations. Increasingly, we receive assignments where strong brands are looking for a place that is not an established location, i.e., an off-location or an off-space with history, texture, and the potential of a film set.
On behalf of Adidas Germany and Snipes Germany In August 2025, as an event agency, we transformed the historic courtyard of the former Frankfurt police headquarters into an open-air cinema and a street soccer pitch. A place with history became the stage for urban football culture, German rap, and genuine emotions.
The Home of Culture Cup
The Home of Culture Cup brought together not only ambitious street soccer teams but also influential personalities from sports and music. Familiar faces from both worlds became part of the event, mingled with the community, and added extra star power to the tournament. The presence of Adidas and Snipes was palpable and credibly reinforced through their strong involvement with culture, community, and the location. Instead of traditional brand staging, genuine points of connection were created, positioning the brands as an integral part of street and soccer culture.
Frankfurt's Off Location Becomes a Stage for Urban Football Culture
And who, if not us, has a suitable extraordinary location for such an event in their portfolio?
The secluded courtyard of the former police headquarters provided an extraordinary backdrop: raw architecture, historic walls, and urban character met contemporary street sports aesthetics. It was precisely this contrast that made the location the perfect playground for Home of Culture Cup.
The Challenges
The short-term transformation of the site placed high demands on planning and execution: limited space, strict regulations in the protected heritage surroundings, complex logistics, and the ambition to authentically unite sports, brand experience, and community. For us as an event and location agency, the goal was to create a temporary space that not only functions but also inspires – and that, for a moment, feels like an integral part of the city.
More “real” locations in 2026
Real emotions require real places. This applies not only to live marketing and sports events but equally to corporate events and conferences. Curiosity arises where the „unseen“ becomes tangible – not in interchangeable rooms that touch no one.
If you are also looking for an exceptional location for your next conference, get-together, or special event, we look forward to hearing from you.