Lexar, a global brand in memory and storage solutions, will bring its Lexar x AFA “The Road of Legends” Europe Roadshow to London on 16 June at Potters Fields Park. Timed around a summer of global football, the London pop-up is designed as an open city experience for football fans, creators and visitors to celebrate the game through play, creativity and moments worth keeping.

As Official Global Partner of the Argentina National Football Team, Lexar is bringing the energy of its AFA co-branded campaign to Europe. For the London stop, the story goes beyond sponsorship or a single national team: it is about football as a shared language across cities, fans and cultures. Through the campaign line “Play. Capture. Keep.”, the roadshow connects match-day emotion with Lexar’s role in helping people capture, store and share the moments they care about most.

On site, the London pop-up will be built around the final blue Lexar x AFA branded roadshow truck, creating a highly visual setting for media, creators and visitors. The experience will bring together football-inspired photo moments, light interactive challenges, fan-led content and product touchpoints, making the roadshow easy to capture, share and experience on the ground.Visitors can create their own “football star card” photo, try a football shooting game, spin a prize wheel, take part in street style fan interviews, and explore a curated display of Lexar’s AFA Elite Legends Series — a collection of Argentinainspired portable SSDs and dual drive USBs designed to celebrate the team’s championship legacy.

The activation also marks Lexar’s 30th anniversary, bringing the brand’s memory and storage story into a more accessible, fan-led environment. Instead of a traditional product showcase, “The Road of Legends” turns storage into something people can immediately understand: the photos, videos, reactions and city moments that become part of their own football memory.

The London pop-up is part of a wider European roadshow travelling through key cities in June and July. Each stop will bring a local expression of football culture to “The Road of Legends”, showing that legendary moments are created not only inside stadiums, but also on city streets, in fan communities and across social feeds.

Event Details

What to Expect On Site

• A visually striking Lexar x AFA roadshow truck and city pop-up setting
• Football-inspired photo and social content moments
• Interactive fan activities and giveaway opportunities
• Selected Lexar x AFA product touchpoints
• Media-friendly visuals and on-site interview possibilities

Media are invited to attend the London pop-up to capture the activation, experience the interactive set-up and speak with the Lexar team on site.