The 2027 calendar · for brand teams
2027, the moments.
The sport and culture dates brands build toward next year. Each one with its source, what brands do around it, and the work we made for moments like it.
February 2027
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14 FebSun · 2027
Super Bowl LXI
SoFi Stadium, Inglewood, Los Angeles
The spot is bought months out. The work that travels is made around it: athletes in the host city all week, creators at the parties, the morning after on every feed.
Our workSuper Bowl, Fernando Mendozaadidas · 2026
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19 to 21 FebFri to Sun · 2027
NBA All Star Weekend
Phoenix, Arizona
Three nights of sneakers, fits and courtside culture. Brands drop product, host the after hours and put creators in the arena.
Closest work354 films since 2023JD Sports · 2023 to 2026
March 2027
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13 to 21 MarSat to Sun · 2027
SXSW
Austin, Texas
Austin’s biggest week for brands: activations downtown, showcases, premieres and the creators who come to cover them.
Home for us. MUUS in Austin
April 2027
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3 to 5 AprSat to Mon · 2027
NCAA Final Four
Ford Field, Detroit
College athletes at their most watched. The brands that signed them launch around the weekend, with photographs made before it.
Closest workBecker and Marsh, Indianaadidas US Football · 2026
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8 to 11 AprThu to Sun · 2027
The Masters
Augusta National, Georgia
Golf’s biggest week for equipment and apparel launches, and the start of the season’s calendar for every golf brand.
Closest workProject ArticulateCobra Puma Golf
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9 to 11 and 16 to 18 AprFri to Sun · 2027
Coachella, two weekends
Empire Polo Club, Indio, California
Two weekends of artists, fits and creators in the desert. Brands build the houses, dress the talent and own the feed between sets.
Our workCoachella, out in the desertadidas Originals · 2022
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19 AprMon · 2027
Boston Marathon
Boston, Massachusetts
Running brands launch shoes into marathon spring. Runners with their own audiences carry them further than any sign on the course.
Closest workSupernova runnersadidas × DICK’S · 2024
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29 Apr to 1 MayThu to Sat · 2027
NFL Draft
National Mall, Washington, D.C.
The night a college player becomes a pro. The brands that signed them early have the photographs ready for the walk across the stage.
Closest workSuper Bowl, Fernando Mendozaadidas · 2026
June 2027
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24 Jun to 25 JulThu to Sun · 2027
FIFA Women’s World Cup
Brazil
A month of the best players in the world. Kit drops, player campaigns and creators in the colours of their team.
Our workWomen’s World Cupadidas × DICK’S · 2023
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28 Jun to 11 JulMon to Sun · 2027
Wimbledon
London
Tennis at its most watched and most dressed. Apparel, watch and drinks brands own the fortnight on and off the court.
New ground for us. Same playbook: the athletes, the creators and the night itself.
July 2027
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2 to 25 JulFri to Sun · 2027
Tour de France, from Edinburgh
Edinburgh to Paris
Three weeks of daily stories, opening in Edinburgh. Kit, bike and nutrition brands ride along every stage.
New ground for us. Same playbook: the athletes, the creators and the night itself.
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14 JulWed · 2027
LA28, one year to go
Los Angeles
The Games open in Los Angeles on 14 July 2028. One year out is the natural start of the story for sponsors and athletes.
Closest workWC26 Away Kitadidas · 2026
August 2027
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27 Aug to 12 SepFri to Sun · 2027
FIBA Basketball World Cup
Doha, Qatar
National teams and their stars in one tournament, weeks before the season. Footwear brands launch on the players who go deep.
New ground for us. Same playbook: the athletes, the creators and the night itself.
September 2027
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10 to 19 SepFri to Sun · 2027
World Athletics Championships
Beijing
Ten nights of finals. Running brands launch spikes and shoes on the athletes who win them.
Closest workUltraboost 5adidas · 2024
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17 to 19 SepFri to Sun · 2027
Ryder Cup, the centenary
Adare Manor, Ireland
Golf’s loudest week, in its hundredth year. Team kit, the fans and the hospitality are all worth filming.
Closest workBel Air LineLA Golf
October 2027
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1 Oct to 13 NovFri to Sat · 2027
Rugby World Cup
Seven host cities, Australia
Six weeks across Australia. Kit launches and player campaigns for the teams and the brands behind them.
New ground for us. Same playbook: the athletes, the creators and the night itself.
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22 to 24 OctFri to Sun · 2027
Formula 1 United States Grand Prix
Circuit of the Americas, Austin
Austin’s F1 weekend. Teams, sponsors and fashion houses fill the city with fan zones, houses and launch nights.
Closest workFight WeekWBC · 2022
November 2027
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26 NovFri · 2027
Black Friday
Every store and every feed
The biggest retail week of the year. Retailers and brands need films, stills and creator cuts for every channel at once.
Closest work354 films since 2023JD Sports · 2023 to 2026
Brief by is our suggestion: eight weeks before the moment, so the idea, the people and the shoot are set before it. Dates change; each source is linked, read on 26 Oct 2026.
The full calendar
All of 2027, in your calendar.
Every moment as a calendar file for Google, Outlook or Apple, with a reminder eight weeks out, plus a sheet with each place, play and source. Leave your email and both download here.
It is yours
here is 2027.
Planning one of these? Three questions and we come back with how we would make it.