Brand Tracker

Welcome to the automated Brand Tracker diaries.

Argentina

Three Cities, One Jersey, and Two Words: adidas’s Thank You to Messi

Brand: Adidas

Campaign: Gracias 10

Source: https://www.media-marketing.com/vijesti/tri-grada-jedan-dres-i-dvije-rijeci-adidasova-zahvala-messiju/

Goal: To pay tribute to Messi's career with the Argentine national team and highlight the brand's long partnership with him.

Claim: Gracias 10

Media: Documentary film, social media channels

Summary: The campaign 'Gracias 10' by adidas celebrates Lionel Messi's 21 years with the Argentine national team and over two decades of collaboration with the brand. It links significant locations in Messi's career through a journey of a jersey emblazoned with the words 'Gracias 10'. The first part featured films of Messi's teammates sharing personal memories, culminating in public displays in Rosario and Buenos Aires, and concluding with a documentary released on social media that summarizes the journey and farewell.

Global

Simone Rocha brings her ‘Radical Femininity’ to the Adidas Originals universe

Brand: adidas Originals

Campaign: Radical Femininity

Source: https://www.reasonwhy.es/actualidad/simone-rocha-lleva-feminidad-radical-universo-adidas-originals

Goal: To showcase radical femininity through fashion

Summary: Simone Rocha brings her concept of 'radical femininity' into the Adidas Originals universe, highlighting a blend of her unique style with the brand's identity.

Adidas feminine fashion Simone Rocha

JENNIE pirouettes into her first adidas Originals collection

Brand: adidas Originals

Campaign: Cosmic ballerina: Kinematics

Source: https://www.marketing-interactive.com/jennie-pirouettes-into-her-first-adidas-originals-collection

Goal: To reinterpret the classic identity of adidas Originals through a modern feminine lens.

Summary: JENNIE of BLACKPINK collaborates with adidas Originals on her first design collection, featuring ballet-inspired pieces reimagined for a cosmic theme. The campaign showcases her vision of blending softness with strength, highlighting the collection's unique designs that merge ballet aesthetics with futuristic elements.

Adidas ballet collaboration cosmic fashion

Global

Has adidas found the secret formula to Liverpool’s Anfield effect?

Brand: Adidas

Campaign: Feel the Anfield effect

Source: https://www.marketing-interactive.com/has-adidas-found-the-secret-formula-to-liverpool-s-anfield-effect

Goal: To promote Liverpool's third kit and lifestyle apparel inspired by the Anfield atmosphere

Claim: Feel the Anfield effect

Media: Campaign film, digital media

Summary: Adidas is launching a campaign titled 'Feel the Anfield effect' to promote Liverpool FC's third kit for the 2026-27 season. The campaign captures the energy of Anfield on European match nights and features players along with a film narrated by a lifelong Liverpool supporter. The kit, designed with inspiration from the crowd's movement, also coincides with a new eCommerce platform that enhances the shopping experience for fans.

Adidas campaign eCommerce Football Liverpool FC

Liverpool FC and Adidas ‘Feel the Anfield effect’

Brand: Liverpool FC

Campaign: Feel the Anfield effect

Source: https://www.campaignlive.co.uk/article/liverpool-fc-adidas-feel-anfield-effect-midnight-club/1968626

Goal: To launch the new third kit and online store

Summary: Liverpool FC and Adidas have launched the club's new third kit for the 2026/27 season, coinciding with the opening of a new LFC online store.

Adidas Liverpool FC online store third kit

Global

Adidas’ World Cup Win Comes at a Cost as Q2 Marketing Spend Tops $1 Billion

Brand: Adidas

Campaign: Backyard Legends

Source: https://www.adweek.com/brand-marketing/adidas-world-cup-win-comes-at-a-cost-as-q2-marketing-spend-tops-1-billion/

Goal: To rekindle passion for soccer and drive merchandise sales

Claim: Brought back the love for the game

Summary: Adidas reported a substantial increase in Q2 marketing spending, attributing much of this to its World Cup campaign 'Backyard Legends', which reportedly rekindled soccer-loving sentiments among fans and significantly boosted merchandise sales. Despite record net sales, increase in marketing costs led to a drop in shares, as profit expectations were not met. The campaign, featuring Timothée Chalamet, also facilitated a notable rise in jersey and ball sales during the World Cup.

Adidas Marketing Campaign soccer Timothée Chalamet World Cup