How You Launch A Product
Adidas has shown how to launch new kits and integrate top talent with their third kit launches in their top-tier clubs.
How?
Adidas has brought back its iconic Trefoil logo and connected it to the different generations of fans and players
Adidas brought back their legendary players from each club they are promoting (two famously wearing rival brands boots in their prime)
Arsenal - Patrick Vieira (even integrating his famous vapour rub on his shirt in the promo video)
Man Utd - Rio Ferdinand
Bayern Munich - Bastian Schweinsteiger
Juventus - Alessandro Del Piero
Real Madrid - Zizu aka Zinedine Zidane
Adidas has integrated legend ex-players across their launch and teased through social media updates across all club updates
Each athlete is connected to each other in each ad (Patrick Vieira rejecting Del Piero’s call etc)
Each launch references something cultural and historical to each club (and including famous fans)
Each player used in their official promo are adidas athletes (in Arsenal’s case using Alessia Russo (Arsenal women’s player), Jurrien Timber and record signing Declan Rice)
Each update across the social media channels has been smart, leveraging different ways of using each platform, from WhatsApp Channels, Instagram to YouTube To Twitter and TikTok.
The Instagram Promo
The Promo Video Will Land With Arsenal Fans (note the video clicks through to arsenals website , please watch on Twitter or YouTube)
Here’s a smart behind the scenes look at the adidas kit launch filming ↓
Well played adidas and well co-orientated by the clubs.
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