For the fifth straight year, Adidas commemorated the World Cup (and the sport of soccer during the off years) with their Fanatic tournament, which pits teams from NYC hipster institutions including The Fader, Complex Magazine, Vice, Tokion, Psyop, Chez Music and fourteen other cooler-than-you crews in a one-day 5-a-side gauntlet made all the more fun and chaotic thanks to case after case of free Sapporo beer and loads of barbecue.

In addition to the amateur displays of athleticism on two half-size fields on a rooftop on Manhattan's West Side, Adidas screened the USA vs. Italy match and DJ Neil Armstrong of the Filipino battle-dj crew 5th Platoon reprised his annual set blending hip hop classics with rock n roll jams ranging from Red Hot Chili Peppers to Violent Femmes.

Althought there are wheat paste posters all over downtown and Williamsburg announcing the tournament, Fanatic is ultimately not a public event like Nike's Joga3 Futsal tournaments. Rather, Fanatic is an opportunity for Adidas to create community with the "influencers" "tastemakers" and generally trendy folks with whom they execute cutting-edge campaigns like their recent Adicolor product launch and marketing campaign. Unsurprisingly, Fanatic is organized in partnership with Idealogue, who also helped shape Adicolor.

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