Coca-Cola’s Mixed Fans campaign redefined inclusivity at the FIFA World Cup by giving fans without a national team a way to belong. In the UAE, home to 168 nationalities, supporters could create personalized jerseys blending multiple flags—either through a DNA test or by declaring their heritage. Each shirt became a bold visual symbol of diversity, turning the absence of a team into a unique badge of pride.

The results spoke for themselves: 800+ jerseys produced, 15,000 fans engaged, and sold-out venues filled with supporters proudly wearing their mixed identities. By transforming personal heritage into a powerful expression of unity, Coca-Cola made the World Cup accessible to everyone—proving that football’s magic extends beyond borders and qualification.