As featured in Rolling Stone: Adidas shut down a tunnel under downtown Los Angeles for its latest World Cup jersey reveal.
When Adidas unveiled its latest away kits ahead of the FIFA World Cup, it didn’t opt for a traditional launch. Instead, the brand took over an underground tunnel in downtown Los Angeles — transforming it into a fully immersive, high-energy environment that blurred the lines between sport, music, and culture.
The setting felt distinctly L.A. Raw infrastructure. Cars lined up. Sound echoing through concrete. A space not designed for events, reimagined into one.
With a live set from Kaytranada and a performance by Baby Keem, the night carried the momentum of a global moment building toward the World Cup.
Behind the scenes, Lumina built and operated the video systems that made it all visible. Take a look at the technology and team behind it:
A Unique Los Angeles Event Space – Underground Tunnel
An underground tunnel introduces a different kind of complexity. There are no clean sightlines. Lighting conditions shift constantly. Movement is unpredictable, both on stage and in the crowd.
Capturing that environment requires more than coverage. It requires control.
Lumina approached the space as a live system, not a fixed setup. Every component was designed to adapt in real time without breaking continuity.
Lumina’s Camera System Behind The Experience
Camera Routing
Multiple cameras were deployed across the tunnel to capture performances, crowd energy, and key brand moments from every angle.
Lumina engineered a flexible routing system that allowed any feed to be accessed and redirected instantly. As the event evolved, the system moved with it, ensuring nothing was missed.
Video Switching
With performances happening on a non-traditional stage setup, timing was everything.
Lumina handled live video switching, cutting between angles in real time to match the rhythm and pacing of the night. The result was a visual output that felt intentional, not reactive.
Communications (Comms)
In a distributed environment, communication defines execution.
Lumina implemented a full comms system connecting camera operators, directors, and production teams across the entire tunnel. Every cue, adjustment, and transition was coordinated without delay.
Video Infrastructure
At the core of it all was a reliable video backbone.
Lumina designed and managed the full video infrastructure, ensuring stable signal flow and consistent performance throughout the event. In a space not built for broadcast, reliability becomes the differentiator.
Capturing the Moment
One of the defining visuals from the night — Baby Keem mid-performance — was captured through Lumina’s camera system. Check it out below.
Moments like this extend far beyond the event itself. They move across media, press, and social, becoming part of the broader cultural narrative surrounding the launch.
Built for Where Events Are Going
As global moments like the FIFA World Cup approach, brands are moving toward more immersive, unconventional environments. That shift demands more from production.
It’s no longer just about what happens live. It’s about what gets captured, how it’s distributed, and how it holds up across every platform it reaches. Lumina builds the systems that make that possible.
From underground tunnels in Los Angeles to large-scale global activations, Lumina supports brands creating experiences that need to perform beyond the moment.
If you’re planning something ambitious, we’re ready to build it with you.
