MICHELOB ultra: club world cup 2025

AGENCY

Momentum Worldwide - 2025

SKILLS

Experiential Strategy

SUMMARY

For Michelob Ultra's Club World Cup campaign, I developed the strategic framework that repositioned the tournament as a cultural entry point; not a sports event. For a health-conscious, socially active U.S. audience. Lifestyle access over scores and stats.

That brief became the Pitchside Club: an immersive, movement-driven hub built around soccer's influence on fashion and global culture.