act.3

Behind the scenes at Concrete Cup Marseille: crafting an experience that went beyond the game with our partners SNIPES and adidas, blending football, community, and the spirit of Marseille in every detail.   Our mission? To highlight the heart of street football while authentically celebrating Marseille’s roots. We worked with local legends like the famous football player Djibril Cissé and rapper Soso Maness, who coached and recruited teams directly from the community, ensuring a lineup that truly represented the city. With more than 1,100 fans, six fierce matchups, and non-stop crowd energy, Friche Belle de Mai became an unmatched showcase of Marseille’s football culture.   Setting the stage was equally essential. We wanted the space to feel unmistakably Marseille, so we included elements like fisherman’s chairs, container constructions nodding to the city’s port, and a massive “13” photo spot. A fan favorite? The clothesline displays Escalope’s prints, a detail that paid homage to Marseille’s urban vibe and the authenticity we aimed to bring to the setup.   But we didn’t stop at football. Between matches, we kept engagement high with live music from Soso Maness, barber and tattoo stations, and exclusive Snipes and adidas customization zones designed to immerse fans in the best of Marseille’s style, music, and energy.   Value-driven, community-focused, and truly local, the Concrete Cup was about creating a cultural experience where Marseille could see itself. Here’s to more projects that build connections and celebrate cities in a real, immersive, and unforgettable way.   #weareact3

Prepping for the WORLD'S LARGEST FUN RUN is no small feat—you need energy, training, and a standout team to bring it to life! #City2Surf This year, we had the privilege of partnering with adidas Australia on their community programming, race activation, and content storytelling, and it was nothing short of epic. Highlights included: ✅ Leading the Rebel x 98 Training Program: A 14-week prep with runners of all levels. Each session had people test-driving the #adizero range and mastering the course’s infamous hills. ✅ Directing a dynamic content series featuring NRL legend Josh Mansour, capturing his journey to his first over-10km run post-retirement. ✅ Engaging adiClub members through pre-race events at the adidas Brand Centre and the ultimate post-race celebration at The Promenade, Bondi. ✅ Creating unforgettable on-route and finish line experiences for 90k race participants: From our pre-race pasta at the adidas Brand Centre, to scenic photo ops at Rose Bay, to our iconic Lap of Honour at the finish line in Bondi, where over 2000 runners flaunted their victory lap in style - we packed the weekend. This unforgettable City2Surf 2024 experience was powered by a dream team from across the globe: Sydney with Samantha D'Souza and Katie Derham, to Lisbon, Rio, and Germany. Together, we crafted cultural moments and stories that made the race memorable from start to finish. Relive the energy with some highlight snaps: #weareact3

🌱 Health is Wealth – and far more than a passing trend. How can brands tap into this extensive lifestyle movement without losing sight of its true purpose? In our latest newsletter, we dive deep into health and wellness within the cultural marketing industry. Join us as Bárbara Conde — Project Manager at act.3, former professional ballerina, certified yoga and meditation teacher—guides us through these key questions. Bárbara, the perfect host for our upcoming Glow & Flow Retreat, shares insights on how wellness shapes cultural impact, bringing the concept behind our retreat to life. Happy reading! #weareact3

What Makes Sports Videos Go Viral? A Deep Dive into the Success of Embargo – Danny MacAskill @ WoS 🎥🚀 Viral sports videos don’t happen by chance—they result from a seamless blend of talent, storytelling, and precision. At act.3, we were proud to support the on-ground shooting of Embargo—Danny MacAskill @ World of Sport, a project that reached 1.2 million views in just two weeks. With our brand induction team holding the keys to the adidas HQ, we ensured the crew had everything they needed—guidance, logistical support, and direct access to brand information crucial for authenticity. Here’s a look at what made this campaign stand out: ✅Authenticity Through Athlete-Brand Synergy Danny MacAskill’s stunts transcend expectations, aligning perfectly with adidas FiveTen’s adventurous spirit. We ensured that every touchpoint captured this synergy, creating content that felt organic to the audience. ✅Flawless Execution, Seamless Coordination Filming took place over six months, with the crew working across weekends and holidays to keep the adidas campus clear. Our team managed access and logistics, including safety protocols, campus clearance, and filming permits—leaving no room for unplanned spectators or disruptions. ✅Blurring the Line – The power of collaboration The collaboration enabled an extraordinary fusion of expertise: adidas brought its natural sporty homeground in with a very special sneakpeak into to brands World of Sports. However, Danny added its signature edge as a professional athlete and his media production crew. The result was a campaign that felt authentic to both brands and resonated deeply by surprising the audience, capturing the essence of adventure.  ✅Connecting with a Passionate Niche Audience Extreme sports and freeriding attract an engaged, loyal community. The campaign drove organic growth by tapping into this niche, sparking meaningful conversations and social engagement across platforms. ✅Crafting Stories That Resonate Emotionally Success isn’t just about tricks or budgets—it’s about stories that connect visually and emotionally. From transforming a regular location into a freeriding playground to narrating a journey that celebrates both athleticism and brand identity, this film hit every mark. We're thrilled to have contributed to this project and look forward to sharing more exclusive behind-the-scenes content soon! #weareact3 #culturalmarketing

Unleashing the Power of Community at the 50th BMW Berlin Marathon🫱🏼🫲🏽 This past weekend, we proudly partnered with adidas and adidas Runners again to deliver an unparalleled marathon experience during the 50th edition of the legendary BMW Berlin Marathon. As community and experiential marketing center stage in brand activation, our approach focuses on fostering connections, engaging participants, and creating memories beyond the race itself. Here's a glimpse into how we brought the marathon experience to life through community-driven moments: 1️⃣Friday: Homecoming Party @Fastcore We kicked off the weekend with an electric Homecoming Party at the Fastcore space, bringing together over 300 adidas Runners and 200 VIPs. The adizero Adios Pro 4 and Evo SL launch set the tone for an unforgettable evening. It was about uniting the community and fueling the energy for the race weekend ahead. 2️⃣Saturday: Shakeout Run & Expo As race day approached, the excitement grew. Our dynamic Shakeout Run from the Marathon Expo to the adidas Sports Base Berlin featured an inspiring warm-up with world record holder Tigist Assefa, followed by a community brunch. The limited-edition adidas Runners Berlin Race Kits sold out in under an hour, adding to the race-day anticipation. 3️⃣Sunday: Race Day Race day saw 30 elite athletes and 400 adidas Runners hit the streets, supported by family, friends, and over 100 cheer point supporters. Post-race celebrations were in full swing, honoring the runners' achievements with live music, delicious food, and incredible camaraderie. The 50th edition of the BMW Berlin Marathon was a momentous occasion and a true testament to the spirit of the adidas Runners. This marathon weekend, we highlighted the power of community, innovation, and passion from start to finish. We can't wait to see what's next as we prepare for the General Berlin Half Marathon 2025! 🫱🏼🫲🏽 adidas 📸 Michael Romacker & Josua Piorr ❤️#ONETEAM: Joyce Röhl Camille Schmidt Paul Bauer (he/him) Tobias Singer Frederik Seidel Hui Fu Kira Haid Stefanie Schlegel Philipp Gwiazdowski Craig Foster Nico Skibniewski Anna Birke Fabricio Vinage #adidasRunners #BerlinMarathon #CulturalMarketing #adidas #EventMarketing #CommunityBuilding #SportsMarketing #Berlin50th

What's behind the big outdoor boom? Our act.3 teams in South Africa and North America have been leveraging the outdoors and exploring this question, while organizing incredible activations for and with brands like adidas Terrex, the adidas Runners community, and SoCalTrail. Check out our latest edition of the Cultural Marketing Magazine as we catch up with Charlotte Roseveare, based in Cape Town, and Jane Nungaray, holding it down in Los Angeles – both owning their space and thriving in the outdoor scene.  #weareact3 #culturtalmarketing

Summer feeling guaranteed at the Lollapalooza Berlin We designed and built this beautiful flaconi and Sol De Janeiro booth for the major Berlin festival. Our design team from Lisbon partnered with our on-the-ground and retail experts in Germany to ensure a touch of the sun at the festival this late summer weekend. Collaborations across borders and disciplines are our specialty. We believe in a holistic approach and love to combine this with our global team's amazing knowledge and experiences. The beauty of this project is again seeing an idea and concept our team created turn into reality in the blink of an eye. Transitioning from a digital into a physical experience will always be one of our favorites. Interested in more? Let us know! #weareact3 #culturalmarketing #spatialdesign #experientialmarketing

Cultural Marketing in Motion: The (new) adidas Sports Base Berlin 🏟️ At act.3, we are redefining cultural marketing by creating spaces that are more than just places—they are experiences that connect people, communities, and brands in meaningful ways. One of our core beliefs is establishing long-term collaborations, and we wanted to share some of the latest updates from one of them in the heart of Berlin. So, what's new? You have probably recognized some visual changes for those of you who have recently been there. The Sports Base in Berlin, a vibrant 5,000-square-meter hub dedicated to sports, culture, and community engagement, got a little facelift. The remodeling happened in collaboration with spatial designer PAOLA MOLINA VERA and the adidas team. The Base has a brand-new look and feel, and we couldn't be more in awe. By focusing on authentic activations and aligning with adidas' core values of courage, innovation, ownership, integrity, and teamwork, we transform this space daily into a second home for everyone — from amateur athletes to local sports enthusiasts. It's not just about facilities; it's about fostering connections, embracing local culture, and creating unforgettable moments. We're excited to see how the new Sports Base brings people together, cultivates growth, and elevates Berlin's sports scene. The Base is cultural marketing at its best — where lifestyle meets movement and community, and we're proud to be part of the positive change in one of our favorite cities. Here are some of our favorite shots 📸 P.S. Check out the course schedule in the adidas app and experience this unique location first-hand! https://lnkd.in/gecCXDcf Teamwork makes the dream work: 🤝 adidas 🪑Interior Design by PAOLA MOLINA VERA 📸 by Franz Zimmermann #weareact3 #culturalmarketing #sportsbaseberlin

Berlin's Summer Glow: Insights from adidas Runners City Night🏁 Berlin basked in the glow of summer, not just from the sun, but from the electrifying energy of one of the most popular running events: the adidas Runners City Night (ARCN). As one of Berlin's premier races alongside the Berlin Half Marathon and Berlin Marathon, ARCN is more than a race — it's a vibrant celebration of running and community. With nearly 12,000 runners from around the world converging on Berlin, this race is a unique experience where the streets come alive through connection, cheer, and celebration. It almost feels like a school reunion with representatives from 20+ aR cities; this global gathering contributes to the event's unbeatable vibe. If you haven't experienced it yet, make sure to plan your trip for 2025! Behind the scenes, our team dedicated two months to detailed planning and execution to create an event infused with unforgettable energy. Every aspect was carefully crafted, from designing the event's aesthetic and activation plan to managing complex logistics in collaboration with our partners at the Berlin Flagship Store. Special emphasis was placed on producing the start and finish areas, which stood out for their stunning appearance. Thanks to our experienced team's relentless commitment, every box was checked, and every challenge was met. As we gear up for the Berlin Marathon, the ARCN always gives us a taste of Berlin's running culture and unparalleled community engagement. We look forward to continuing this momentum and are excited for this season's last major running event in Berlin. See you at the starting line in September! 🤝 adidas #weareact3 #culturalmarketing #ARCN2024