Inside Lekker Hockey at the 2026 Hockey World Cup
Some events you attend. Others you build your way into.
Before the first players walked into our stand, before the sticks were on display and before the tournament atmosphere took over, we had to build the space from scratch.
This is how it all came together.
First things first: understanding the space
The first step was getting to know the venue.
We visited the stadium, checked the stand location, took measurements and started thinking about how the space could work for Lekker.
It was the point where the project stopped being something on paper and became real.
We also used those first days in Wavre to visit some of our star players we were supporting during the tournament, getting closer to the people who would eventually become part of the story too.
Then the build started
Once the planning was done, it was time to start building.
Structure, furniture, walls, electrics. Bit by bit, the empty space started taking shape.
There is always a moment during a setup where everything looks unfinished at the same time. Boxes everywhere, tools on the floor, half-built elements and a long list of things still to solve.
But that is also when the transformation starts.
The final details
The last part was about turning the structure into a proper Lekker space.
The walls and ceiling were completed, the electrical work was finished and then came the details that changed everything: artificial grass, product displays, sticks on the walls and the final branding.
That was the moment the stand finally started to feel ready.
And then, the World Cup began
Once everything was in place, the stand stopped being a construction project and became what we had built it for.
A place for people to come in, pick up a stick, compare models, ask questions and discover Lekker in person.
Throughout the World Cup, players, coaches, families and hockey fans came through the stand. Some already knew the brand. Others were seeing our sticks for the first time.
And that was one of the best parts of being there.
Seeing people actually interact with the space made all the work behind the setup worth it.
More than just a display
We didn’t want the stand to feel like a place where products were simply hanging on a wall.
We wanted people to stop, look around, check the quality, talk to us and get a better feeling for what Lekker is about.
The World Cup gave us exactly that opportunity.
It let us meet with the hockey community face to face, speak with players from different countries and see how people reacted to our products in real time.
For a brand that lives so closely to the game, there is something different about experiencing that connection away from a screen.
Wavre in full swing
As the tournament moved forward, the stand became part of the World Cup rhythm.
People came in between matches, players stopped by, conversations happened and the space kept changing throughout the day.
What had started as an empty area inside the venue had become a real meeting point for Lekker.
And that, more than the finished walls or the product displays, was probably the best result of the whole project.
From an empty space to Lekker at the World Cup
Looking back, the project had two very different sides.
First came the planning, building and problem-solving.
Then came the people.
And in the end, that is what made the stand work.
From the first measurements to the final days of the tournament, this was how Lekker came to life at the Hockey World Cup in Wavre.
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