Complex Family
Style Fest | LA
A soccer-driven festival experience built around customization, gameplay, product discovery, and social-ready fan moments.
At Family Style Fest in Los Angeles, Foot Locker created a high-impact soccer experience designed to stand out inside a dense festival environment and give guests a direct way to engage through product, play, and personalization.
Held at LA Historic Park, the activation translated World Cup energy into a live brand world where guests could customize jerseys, compete, play FIFA, discover product, and create digital content tied directly to the experience.
Focus Areas
Experience Strategy
Spatial Design
Branded Environments
Live Customization
Product Storytelling
Focus Areas
Interactive Gameplay
Photo Activation
Gaming Experience
Guest Flow
Event Production
Project Story
A Brand World Built Around the Game
Family Style Fest gave Foot Locker a clear opportunity to place the brand at the intersection of football culture and streetwear during a moment of heightened global attention around the game. We developed a soccer-led festival experience designed to command attention inside a crowded environment while giving guests multiple reasons to enter, stay, and participate. 3-2 Design led the onsite customization program, using heat press production to apply personalized names and numbers to event jerseys in real time. The concept connected product discovery, competitive play, gaming, digital content, and live jersey customization within one visually distinct footprint.
A structured intake process, clear queue signage, and SMS pickup notifications allowed the team to manage production efficiently while guests continued exploring the festival. The final experience balanced visual presence with operational control, giving attendees the ability to discover product, personalize a jersey, test their accuracy in the pitch challenge, play FIFA, and leave with a stadium-style digital image built for sharing. The result was a Foot Locker brand world that delivered personal product, active participation, and content guests could carry beyond the event.
It has been nothing short of greatness working with Agency 3-2.
From quick turnarounds with short timelines, kid's moments, and content shoots, they have never under-delivered and always exceeded expectations. It has been a pleasure working with the team, and I am excited about the future to come.
Mike Stevens
Director, Jordan Brand Chicago