EUROPE adidas

Manchester United Kit Launch 19/20

Retail Experience / Social / Product

CHALLENGE:

Adidas wanted to leverage the launch of the latest Manchester United Kit to drive engagement with the new shirts on social and in store.

Our brief was to tell the unique story behind the design of each shirt (home, away and third) in key retail spaces and on social media.

SOLUTION:

We used our Culture Labs research framework to to get under the skin of United Fans globally, holding sessions were held with fans in the UK, US and Hong Kong.

The findings informed our guiding insight: United is the greatest story ever told in sport.

Adidas Man Utd shirts

From this we developed 3 specific stories to be portrayed: the home shirt paid homage to the famous Treble of 1999; the away shirt was a highly wearable fashion item to be worn on the street; and the third shirt celebrated 110 years of the Red Rose fist worn in the FA Cup in 1909.

Then we worked with set designers, set builders, lighting teams and motion crews to create 4 bespoke sets in 1 Manchester warehouse. In one epic full day shoot , we captured all players in both stills and motion.

Our launch content appeared in feed and Instagram stories on @adidasfootball and across all MUFC social channels. As well as across all adidas retail store estate, with full takeovers of the Manchester Market Street store and new Oxford Street flagship.

Adidas Man United kit launch

THE RESULTS

1 million +

likes of our stills on Instagram

490,000 +

likes of our film on Instagram

Key spikes

in in-store footfall during the launch period