FIFA World Cup 26™
We Are 26
The FIFA World Cup 26™ marks a historic moment, uniting three nations—Canada, Mexico, and the United States—for the world's biggest sporting event. To launch the official brand, the #WeAre26 campaign was created as a rallying cry, empowering people and communities to share their unique stories and build global excitement for the tournament.
APPROACH
Sid Lee designed the We Are 26 platform to invite everyone to be part of a shared, inclusive celebration. The initiative captured striking portraits of faces and places across the continent, highlighting the diverse individuals and experiences that await fans. As part of this, the global campaign was translated into a unified, digital-first experience: #WeAre26. This involved creating the foundational social strategy and digital activation guidelines for all 16 Host Cities. This work was designed to integrate seamlessly with the official marketing strategies and brand playbooks also developed for FIFA.
HYPER-LOCAL BRAND IDENTITY
The primary challenge was empowering 16 unique Host Cities while maintaining one brand voice. The social guidelines provided a clear framework that balanced hyper-local creativity, like a city’s unique colors, with the global campaign. This bespoke strategic digital plan equipped each Host City to launch authentically, building a massive, cohesive, and fan-focused engagement platform.
AGENCY
Sid Lee, 2025
EXPERTISE
Digital Planning
Social Strategy
Based in Montréal, working worldwide.
© 2025