On the morning of 28 September, hours ahead of the Champions League match between Paris Saint-Germain FC (PSG) and Manchester City FC, UEFA partner Adidas and the brand’s super star soccer ambassador Lionel Messi partnered on a campaign celebrating the sport which saw thousands of exclusive branded football dropped across the Ile-de-France region.
The aim of the match day marketing push was to inspire young people to believe in their own dreams, showcase the opportunities that football and sports can open for them and position the German sportswear giant as a supporter of such opportunities.
On the day of PSG home game against City, 2,200 balls were dropped/placed in strategic spots across 17 locations in and around Paris: from city neighbourhoods such as Barbès, République, Châtelet and Champs Elysées to the suburbs of Evry, Nanterre, Boulogne and Argenteuil.
The ball drop reached out across the entire Ile-de-France region: including iconic football and brand-linked locations such as the Evry Skylight, the Place de la République and the new adidas playground recently created in Nanterre.
The initiative was promoted through a hero film starring Messi which rolled out across the brand’s digital and social channels.
Created by agency Buzzman, the idea was to leverage the game to highlight the important role football, plays for young Parisians, while showcasing its universal appeal and the unique passion it inspires.
The event-style campaign also reinforces adidas’ Messi-centric marketing idea that “It doesn’t matter who believes in you, when you believe in yourself”.
“Whether it be in a stadium in front of thousands of spectators or alone in my garden, when I touch the ball I invariably feel the same joy and passion I experienced at the very beginning of my career,” commented Messi in a campaign PR statement. “A ball is all I need to start dreaming about something greater. Through this event I hope to reach out to the young generations and inspire them to follow their dreams, because nothing is impossible”.
Comment:
While PSG is a Nike club and Manchester City’s kit partner is Puma, this endorser led marketing push with the six-time ballon D’Or winner enabled UEFA partner Adidas to activate around the highest profile game in the Champions League second round stage.
It benefited further from the on-pitch action as Messi decided the match outcome in PSG’s favour with another sparkling piece of skill.
Football fans, both Parisians and Barca supporters, will still be coming to terms with seeing Messi in a PSG shirt and this initiative leveraged his first Champions League appearance at the Parc des Princes in a PSG shirt.
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