# Euro Cup Pop-Up Lounges 'The Base' by adidas Canada is a Euro 2016 Viewing Lounge in Toronto By Rebecca Byers | Published 2016-06-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/viewing-lounge References: [caplex](http://ca.complex.com/style/2016/06/adidas-canada-unveils-base-pop-up-toronto) In order to celebrate the UEFA Euro 2016 championships, [adidas Canada](https://www.trendhunter.com/trends/home-kit-collection) has opened an [immersive viewing lounge](https://www.trendhunter.com/trends/knix-popup) where Toronto fans can watch different matches throughout the tournament. Boasting a luxurious screening room where fans can catch the games and a number of exhibits showcasing the game kits of several adidas-sponsored footballers, the pop-up will remain open for the duration of the Euro 2016 championships and is a great way for the brand to interact directly with consumers. 'The Base' is located in Toronto's Little Italy neighborhood near College and Bathurst and includes in its display the new [Mercury Pack](https://www.trendhunter.com/trends/primo-aperitivo) cleats. The entire soccer pop-up spans an impressive 2,200-square-feet and is a great place for fans of the sport and brand to kick back and enjoy the tournament. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 58% | Activity: 52% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Pop-up Viewing Lounges:** Pop-up viewing lounges provide immersive experiences for fans to watch sporting events, offering brands a unique opportunity to interact with consumers. - **Immersive Brand Experiences:** Creating immersive brand experiences through pop-up lounges allows brands to engage directly with consumers in a memorable way. - **Interactive Sports Exhibits:** Sports exhibits featuring game kits and interactive displays offer fans an interactive and educational experience. ### Where This Applies - **Sporting Events:** Pop-up viewing lounges can be utilized for other sporting events, such as the World Cup or Olympics, to engage fans and promote brand products. - **Branding and Marketing:** Pop-up lounges provide a platform for brands to showcase their products and create memorable experiences with consumers. - **Retail and Hospitality:** Pop-up lounges can be incorporated into retail or hospitality spaces to attract customers and enhance the overall brand experience. ## Related on Trend Hunter - [Interactive Soccer-Themed Brand Activations](https://www.trendhunter.com/trends/henkel-house.md) - [Sports Fan Pop-Ups](https://www.trendhunter.com/trends/countdown-club.md) - [Premium Athleticwear Pop-Ups](https://www.trendhunter.com/trends/reigning-champ-toronto.md) - [Soccer-Themed Fragrance Pop-Ups](https://www.trendhunter.com/trends/brazil-and-argentina.md) - [Branded Pub Crawls](https://www.trendhunter.com/trends/no-lays-no-game.md) - [Inclusive Soccer Watch Parties](https://www.trendhunter.com/trends/inclusive-watch-parties.md) - [Bespoke Jersey Designs](https://www.trendhunter.com/trends/home-kit-collection.md) - [Sporty Laundromat Takeovers](https://www.trendhunter.com/trends/laundromatch.md) - [Olympic-Themed French Fry Pop-Ups](https://www.trendhunter.com/trends/team-canada-popup.md)