For FIFA’s Holiday campaign, the brand created “The Next Generation” – a limited edition newspaper dedicated to the next generation of football stars.
To celebrate the launch of the newspaper in the U.S. market, FIFA turned to TXG to bring the experience to life. TXG constructed a custom, authentic New York City Newsstand activation on one of the busiest intersections in Manhattan’s SoHo neighborhood, distributing copies of the bespoke newspapers to FIFA fans and passersby.
Developed in partnership with COPA90, the newspaper featured in-depth stories on five of the game’s brightest young stars including Kylian Mbappe, Phil Foden, Christian Pulisic, Eduardo Camavinga, and Theo Hernandez.
