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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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