Italians still believe in football as a primordial experience. They are convinced that playing the game in absolute freedom remains one of the best ways to socialise, to grow, to form oneself as a person. There are strong figures supporting this view, gathered in a survey by Ipsos Doxa commissioned by adidas: the concept most associated with football in Italy is passion (40%), followed by enjoyment (35%) and spectacle (31%). Only after these three pillars do we find sensations such as rivalry and adrenaline (both at 26%), then a sense of belonging (25%) and aggregation (18%), understood as the shared ritual of watching a match.
In this sense, football in its primordial and free form, understood as a game without superstructures, remains a cornerstone of national identity: almost two Italians out of three (64%) consider it essential to be able to play football without pressure, for pure enjoyment, simply for the pleasure of it. This need is even more pronounced among the most emotionally engaged profiles: the figure rises to 72% among major fans and reaches a peak of 81% among those who feel highly involved in the 2026 World Cup.
Within this emotional context, the purest form of the game — that played in courtyards and in the streets — still holds a formative role: 48% of respondents see it as a present and meaningful reality. The figure rises to 57% among the 18–34 age group, a datum that challenges the idea that younger generations are more oriented towards virtual play.
In parallel, the modern expression of the game continues to engage supporters. The impact of football, sport and top athletes is felt primarily in advertising and marketing (46%), where they remain among the most powerful communication vehicles. This is followed by their influence on everyday language and expressions (35%), particularly recognised among major fans (41%) and those following the World Cup (43%). Fashion and street style (28%) have also absorbed the aesthetic details of football, now visible on catwalks and in everyday clothing, an influence felt by 41% of those highly engaged with the World Cup and 34% of fans.
It is in light of all these figures that adidas, ahead of the start of the World Cup, has organised “The Yard”, an immersive event that will transform a space in Milan into a place entirely dedicated to the game and its culture. The idea is to highlight the inseparable link between sport, urban identity and the free spirit of football, encouraging new generations to believe in themselves through the motto “You Got This”.
Between Saturday 13 and Sunday 14 June 2024, in the south-eastern area of the city (specifically in via Tarenzio), a unique space will be set up: a silo will become a symbol of street football, hosting the pure expression of play and outdoor enjoyment. “The Yard” will be a 360-degree immersive experience through a series of activities for the entire adidas community: fans and football enthusiasts will be able to take part in an open-access basketball court, while those seeking a personal memory will find a retail area where national team shirts or adidas garments can be purchased and personalised live by artist Yuri Sata. A dedicated food and beverage area with various food trucks will complete the setting.
With “The Yard”, the passion for the game is rediscovered in the places and forms in which it originates. For this reason, a three-a-side tournament will also be held, featuring guest captains: creators Il Boss del Freestyle, Sergio Cruz and Simone Crispo will accompany their players on and off the pitch, guiding them through a match to remember, commented on by Agnese Nespoli with her usual mix of entertainment and reporting. To close the opening evening, a show on top of the silo curated by Manuelito. Matches will take place between Saturday and Sunday, culminating in the final — kick-off at 21.30. There will also be football-themed panels, moments of discussion and a watch party for the match between Germany and Curaçao. In short, football in all its formats and for all tastes. At this link, for those interested, all information is available, along with the registration form for the tournament.