BRAND CAMPAIGNS

Adidas launches campaign ahead of soccer events in Europe and America

By our African Marketing Confederation News Team | 2024

New 90-second spot timed for Euro 24 and Copa America tournaments and features a host of big-name soccer stars.

With its eye on upcoming major soccer events such as the Euro 2024 tournament in Germany and the Copa America tournament in the US, sports brand Adidas has unveiled a new commercial that continues its brand campaign around neutralising negative pressure in sport.

A scene from the new Adidas commercial. Photo: Adidas

 

The advertisement is narrated by former Real Madrid and England legend, David Beckham, and features several other top footballing names – among them Lionel Messi (Inter Miami and Argentina), Ousmane Dembélé (Paris Saint-Germain and France), and Jude Bellingham (Real Madrid and England). 

 

Adidas’ 90-second hero spot begins with a black-and-white montage of the various types of ‘noise’ that football stars face, before transitioning to colour and showing players performing at a high level in various game situations. 

 

“This campaign serves to remind us all that pressure can be felt at any level, no matter the accolades or achievements,” explains Florian Alt, Vice President of Global Brand Communications at Adidas. 

 

“Our ambition remains to help disarm negative pressure in sport and encourage elite and grassroot players to reconnect with what ignited their love for the game.” 

 

Advertisement first aired Champions League Final 

 

The TV advertisement made its broadcast debut during the recent UEFA Champions League Final. The campaign will also air during broadcasts of Copa America, Euro 24 and Major League Soccer (MLS) games, with out-of-home in New York, Los Angeles and Miami. 

 

“Adidas is also not alone in marketing around soccer, which continues to be a dominant force around the globe,” comments the marketing industry news website, Marketing Dive. 

 

Other brands focusing on soccer at the moment include Heineken, Lay’s and United Airlines. The latter has a sponsorship with Wrexham, a largely unknown lower-league team from Wales that has come to prominence after being bought by Hollywood actors Ryan Reynolds and Rob McElhenney. 

 

You can watch the Adidas advertisement on YouTube here. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.