# Soccer-Viewing Lounges Adidas' THE BASE Pop-Up Offers a VIP Experience for Football Lovers By Meghan Young | Published 2016-06-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/the-base References: [caplex](http://ca.complex.com/style/2016/06/adidas-canada-unveils-base-pop-up-toronto) & [adidas](http://www.adidas.ca) With the Euro 2016 and the #Copa100 in the United States this year, it's only natural that something like THE BASE would pop up in North America. Created by [adidas Canada](https://www.trendhunter.com/trends/home-kit-collection) with the help of retail partner In2Sports, THE BASE is located in Toronto. It offers an exclusive viewing lounge and [pop-up retail shop](https://www.trendhunter.com/trends/lacostes-activations) for [football fans](https://www.trendhunter.com/trends/sports-fan-communities) to watch the game at. The VIP viewing lounge boasts 40-person stadium seating and a 16’ x 9’ HD projection screen. THE BASE also comes complete with access to the adidas Mercury Pack boots, premium federation kits and on-site jersey printing. Open until July 31, it provides a unique experience that will keep the football fire alive in the city for the duration of the tournament. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 68% | Activity: 78% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Pop-up Soccer Lounges:** Creating pop-up viewing lounges for soccer games allows for a unique and immersive experience for football fans. - **VIP Viewing Experiences:** Offering exclusive seating and premium amenities in viewing lounges enhances the overall soccer-watching experience for fans. - **On-site Retail Shops:** Providing on-site retail shops at soccer viewing lounges allows fans to purchase merchandise and accessories related to the game. ### Sectors Adopting This - **Sports and Entertainment:** Sports and entertainment industries can benefit from creating pop-up soccer viewing lounges to enhance fan engagement. - **Hospitality and Leisure:** The hospitality and leisure industries can offer VIP viewing experiences and exclusive amenities to attract soccer-loving customers. - **Retail and Merchandise:** The retail and merchandise industry can integrate on-site shops at soccer viewing lounges, offering a convenient shopping experience for fans. ## Related on Trend Hunter - [Interactive Soccer-Themed Brand Activations](https://www.trendhunter.com/trends/henkel-house.md) - [Soccer-Themed Fragrance Pop-Ups](https://www.trendhunter.com/trends/brazil-and-argentina.md) - [Premium Athleticwear Pop-Ups](https://www.trendhunter.com/trends/reigning-champ-toronto.md) - [Sports Fan Pop-Ups](https://www.trendhunter.com/trends/countdown-club.md) - [Football Icon-Backed Ads](https://www.trendhunter.com/trends/fifa-club-world-cup.md) - [Branded Pub Crawls](https://www.trendhunter.com/trends/no-lays-no-game.md) - [Interactive Soccer Campaign](https://www.trendhunter.com/trends/michelob-ultra1.md) - [Bespoke Jersey Designs](https://www.trendhunter.com/trends/home-kit-collection.md) - [Vintage Sportswear Capsules](https://www.trendhunter.com/trends/adidas-and-mls.md)