As Official Premium Partner for the Coca-Cola FIFA World Cup Trophy Tour, Creata was briefed to integrate recycled PET products into the merchandise catalogue in support of Coca-Cola’s sustainability initiative.

Deliver scalable, sustainable merchandise through creative innovation methods that enhanced fan engagement and amplified brand excitement, in addition to helping “make the largest sporting event in the world more green.”

Working as part of a global cross-functional team, Creata developed a diverse range of collectible, FIFA World Cup–relevant merchandise designed to capture event excitement and enable fans to visibly express team support. To fortify engagement, a customisable shirt solution was created and integrated into the digital marketplace, enabling fans to localise shirts to their team and locations - adapting colourways to national flag palettes and updating tour locations and dates. This drove deeper connection between product, country and event. All merchandise was produced from recycled Coke bottles.

Launched in 70+ countries, becoming Coca-Cola’s largest global sponsorship activation at the time. Participation exceeded forecast by 400%, significantly amplifying global reach, fan engagement, and commercial impact.