Highsnobiety

Dust off your national flag, slip on your team's jersey, and warm up your vocal chords – the countdown to the Euros semi-finals has officially begun. With Europe’s favorite sporting competition in full swing, everyone is eagerly searching for the perfect spot to watch their favorite teams go head-to-head for that coveted spot in the finals. Thankfully, adidas, in collaboration with Zalando, is throwing the ultimate alternative viewing experience in Berlin.

adidas and Zalando teamed up previously in the German capital to create a safe sporting space for the youth through various campaigns and events. This summer, the duo is introducing the Fan Mile 2.0, an alternative viewing experience that verges on a community themed festival, and merges fashion, music, art, and lifestyle. With multiple workshops and experiences ranging from DJ sets, a dedicated baller area, tattoo workshops, complimentary nail art and fan makeup, tons of delicious food and drinks options and more -- this isn’t your average viewing party—it’s a celebration of the game’s incredible impact on every aspect of culture.

Taking place on July 10th from 5pm until 1am at Alte Münze right in trendy Mitte, the Fan Mile 2.0 ensures the best possible semi-final experience with the game being broadcast across multiple viewing areas, from massive viewing screens to cozier, comfortable viewing hubs both indoors and outdoors. So, lucky for us, there’ll be no more cramming into crowded spaces with sticky floors and minimal visibility. The pair will also up the gameday fun by inviting people from all walks of the alternative football scene to give us some lively commentary in multiple languages and a fresh spin to the traditional game-watching experience.

adidasxZalando, adidasxZalando

Of course, the activation wouldn’t be complete without an adidas pop-up, where you can check out and try on handpicked styles from the adidas jersey collection as well as adidas Originals sneakers. You’re probably asking yourself: Is this a sports event or a giant party of culture, creativity, and community? The real answer is: It’s both.

Even if football isn’t your thing or if halftime boredom strikes, adidas and Zalando have got you covered. Dive into cultural activities like upcycling workshops and a baller area, or get your game face on at the fan makeup stands. Other than that, there’ll be an Instagram selfie corner, special guests to meet, and a mouthwatering selection of local food spots, like Munchies, Sweet Jamaican, or Churros MyLove to satisfy your cravings.

So, whether you’re a die-hard football fan or just looking to soak up the Euros ongoing energy, the Fan Mile 2.0 promises an unforgettable experience and a celebration of community. Mark your calendars, gather all your friends, and get ready to score some goals.

The Fan Mile 2.0 takes place on July 10th from 5pm (we recommend joining as soon as doors open to make the most of the experiences before the game). Secure your tickets here.

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