Euro/Copa Fed Kit Launch
The Challenge
Fans and national teams are becoming disconnected.
As the business of football grows bigger, tournaments become global events and national teams become brands – fans often feel disconnected to their teams. Ahead of the Euro and Copa 2024 tournaments, adidas needed to find a way to make their shirts a symbol of connectedness.
The Shift
Tournaments are not about fans and players. This is not us and them. This is one.
These places and moments that fans experience following their team have the same emotional resonance and national ‘pride’ as being on that pitch.
The Result
Our shirts. Our Team.
We created a campaign for each Federation that captured moments, fans, players, faces, and places. All connected by a shirt. A huge multi-federation global campaign was launched to allow for local nuance and insight to help connect fans, players and their shirts.
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12 Federations.
400 assets.
117m video views
100% above adidas benchmark for consumers talking about the kit launch on social media.
650% above adidas benchmark for kit launch coverage in media.
