This summer, Steen & Strøm is embracing the excitement of the FIFA World Cup 2026™ through a combination of activations and customer experiences throughout the department store.
As an official supplier of the match ball and kits for 14 national teams participating in the tournament, adidas has opened a dedicated World Cup pop-up shop on the 4th Level of contemporary fashion. Alongside a curated selection of apparel and accessories, visitors can explore and purchase the official FIFA World Cup 2026™ match ball. The activation brings one of the world’s biggest sporting events into the retail environment, creating a destination for both football fans and fashion-conscious customers. Visitors also have the opportunity to win an exclusive FIFA World Cup 2026™ match ball signed by Norwegian national team players.
To maximise visibility and customer engagement, adidas has complemented the pop-up with a wider retail media activation across the department store, including a takeover of the Karl Johans gate entrance and additional branded touchpoints throughout the building. The World Cup will also be celebrated at TAKET, Steen & Strøm rooftop event and terrace space. Throughout the tournament, TAKET will broadcast selected matches, including all Norway fixtures and key knockout-stage games. Guests can reserve tables and enjoy the matches in a social setting in the heart of Oslo. For Norway’s matches, former footballer Mushaga Bakenga and football commentator Petter Veland will host pre-match sessions featuring insights, predictions, and football stories, followed by quizzes and giveaways.