IKEA Hong Kong recognised for integrated football campaign at Retail Asia Awards 2026

The campaign combined social media, influencer support, and offline experiences across IKEA stores and Kai Tak Stadium.

IKEA Hong Kong received the Integrated Campaign of the Year - Hong Kong category win at the Retail Asia Awards 2026 for its collaboration with The Football Association of Hong Kong, China (HKFA). Running from September to November 2025, the campaign connected social media, PR, influencer activity, in-store experiences, and stadium exposure through football-related content and customer activations.

A total of 29 social posts, including 21 video posts and seven static posts, promoted IKEA products alongside the limited-edition IKEA FABLER BJÖRN Hong Kong Team jersey redemption offer. The campaign content appeared across Facebook and Instagram and featured Hong Kong football players in product-focused videos. One series showed footballers using IKEA products in football scenarios, whilst another placed players in IKEA store settings and campaign production activities.

The jersey redemption mechanic required a HK$388 purchase at IKEA stores. IKEA Hong Kong also distributed 2,000 premium giveaways to selected yuu members with high spending activity over the previous 12 months.

Offline activities extended across seven IKEA stores, where HKFA-themed room displays and campaign visuals were installed. Football-related food items were also introduced at IKEA Bistro as part of the campaign. Four major stores hosted mascot activities, whilst additional engagement took place at Kai Tak Stadium through mascot appearances, pitch-side branding, stadium advertisements, and television broadcast exposure. Stadium activities reached more than 45,000 live audiences, and mascot activities at the venue attracted more than 2,000 participants.

PR activity included two press releases announcing the collaboration, alongside support from more than 100 KOLs who posted campaign-related content online. Audience reposts also exceeded 100 during the campaign period. The campaign generated HK$3.4m in PR value.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].