Callum Jackson 

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adidas 
Backyard Legends

2026 Fifa World Cup Brand Campaign

For the world’s biggest football tournament, we shifted the spotlight from global superstars to the real icons of the game: everyday players in backyards, parks & streets. 

Featuring Lionel Messi, Jude Bellingham, Lamine Yamal, Trinity Rodman, Timothée Chalamet and Bad Bunny, the campaign celebrated the freedom and joy of playing football, inspiring the next generation to play without pressure. You Got This.