Case study · Event Graphics · 2025
Adidas Podium Underground
Bringing Adidas Underground
Some projects stay with you and this was one of them.
When Adidas approached Cube Branding with the idea of transforming an empty underground venue into a complete brand experience, we knew it would take more than just print. It needed planning, precision and a team that could bring a space like that to life.
What started as a bare, concrete environment became a full-scale Adidas takeover - over 280 square metres of printed fabric installed wall-to-wall to create an energetic, premium setting for athletes and spectators alike.
The Brief
Adidas wanted to make an impact.
The concept for Podium Underground was bold: take a raw space and turn it into something immersive, modern and unmistakably on brand.
There were a few hurdles to overcome - tight access, limited setup time, uneven floors and a venue that was still technically “live” during the build. The goal was to design a solution that looked seamless and high-end, but could be installed quickly and safely.
Our Approach
We proposed a full wide-format textile system for its flexibility and finish. Fabric allowed us to cover awkward surfaces without adding weight, while keeping colours punchy under different lighting.
Here’s what went in:
- 20 x 2.8m high fabric pillar wraps around the main space
- 7m backdrops at both the start and finish areas
- Full wall fabric graphics to link every section together
- Portable podium backdrops and fabric-clad truss frames
- Vinyl floor graphics, glass vinyl, custom plinths, A-boards and DJ booth panels
- More than 300m of bumper branding to finish the course edges
Everything was produced, finished and fitted by Cube Branding’s in-house team. The use of tensioned fabric meant fast installation, no glare under lights, and a clean, consistent look from every angle.
The Build
Working underground is never straightforward.
Every surface was different, so we designed custom fit systems for each pillar and wall. Installation had to run like clockwork - so our team mapped every step in advance, right down to how each panel was carried into the venue.
We used lightweight aluminium frames and reusable tension fabric, which kept things safe and reduced setup time dramatically. Despite the tight deadlines, everything went in smoothly and was ready ahead of schedule.
The Result
The transformation was immediate.
What had been a dark, echoing space became a sharp, visually cohesive Adidas environment - bright, bold and full of energy. The contrast of matte textiles against lighting and movement gave the whole event a professional, broadcast-ready feel.
From the moment people walked in, the brand presence was undeniable. Every photo, every clip, every spectator shot carried the Adidas identity naturally through the frame.
“Outstanding work, high quality, fast turnaround, stunning result.”
— Sport Shoes (Event Partner)
Highlights
- Client: Adidas
- Project: Podium Underground
- Sector: Sports & Event Branding
- Scope: 280m² printed fabric + 300m bumper branding
- Delivered: June 2024
- Location: UK
Recognition
The project has been entered into The Sign Industry Awards 2026 for Best Wide-Format Textile Print, recognising the quality of the design, production and execution behind it.
Cube Branding continues to produce large-format print, event branding and visual installations for some of the world’s leading names in sport and retail.
See more of our work at cubebranding.co.uk
