Summer Soccer Celebration at Simon
Simon Property Group, the nation’s largest real‑estate investment trust, announced a summer collaboration with global sportswear leader adidas that will transform several of its premier shopping centers into lively soccer festivals.
The partnership will roll out a series of block parties at four high‑traffic destinations — Del Amo Fashion Center in Torrance, California; Houston Premium Outlets in Houston, Texas; Sawgrass Mills in Sunrise, Florida; and Phipps Plaza in Atlanta, Georgia — where fans can gather to watch matches, take part in interactive zones and enjoy live DJ sets.
Each event will showcase a larger‑than‑life adidas Match Ball installation, serving as the centerpiece of the celebration, while adidas retail outlets located in 90 Simon properties will offer in‑store activations featuring limited‑edition apparel and collectible merchandise.
Lee Sterling, Simon’s Chief Marketing Officer, emphasized that the initiative aims to create unforgettable experiences that capture the excitement and culture of soccer, turning everyday shopping environments into communal celebration spaces.
Beyond the block parties, the collaboration includes enhanced fan zones that blend digital experiences with physical product displays, allowing shoppers to engage directly with the brand’s latest soccer‑themed collections and to claim exclusive items available only at these venues.