During the Hockey Pro League in Amsterdam, cip marketing developed and delivered a multi-day pop-up store concept for PassaHockey, in collaboration with adidas and the KNHB. Going well beyond traditional retail, the concept combined sales, brand experience and fan engagement in one flexible environment - positioned as both a shop and a meeting place, maximizing commercial impact while strengthening the partnership between PassaHockey, KNHB and adidas throughout the event.

The Challenge

PassaHockey needed a scalable event concept adaptable to different locations, durations and conditions. The brief: a temporary retail solution robust enough for outdoor conditions, capable of handling high visitor volumes and generating strong sales - while showcasing the renewed collaboration between PassaHockey, KNHB and adidas, and offering fans a genuine experience beyond a standard shop.

Our Approach

• Modular three-unit container pop-up store with full branding, glass facades and rooftop terrace
• On-site retail interior selling home and away kits throughout the tournament
• Rooftop hospitality area for partners and VIP guests
• Meet & greet activations and content creation opportunities for social media
• Clear retail flow designed for high visitor volumes and strong sales conversion
• End-to-end event management across multiple match days

The Results

• Strong on-site sales performance across multiple match days
• High fan engagement through clear retail flow and side activations including meet & greets
• Increased brand visibility for PassaHockey, adidas and KNHB during peak event moments
• A flexible, repeatable pop-up concept ready for future Pro League and sports events