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Core disciplines: Advertising/Creative, Creative technology, Digital, Social

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adidas wanted to celebrate its UEFA Champions League sponsorship globally in an innovative way, raising the profile of the brand amongst 14-19 year olds.

For the 2014/15 season, adidas Football gave fans exactly what they wanted: a UEFA Champions League YouTube magazine series with money-can’t-buy access to their favourite players and clubs, with 16 episodes translated into 19 languages.

We celebrated the tournament in a way no other sponsor or broadcaster could as we delved deep into players’ worlds. We were in their favourite golf clubs, in their mates’ tattoo parlours and even in their bedrooms. Along the way, we landed one of the world’s biggest YouTube football influencers, the million subscriber duo The SkillTwins, to teach fans the latest tricks.

We kept a laser guided focus on highlighting adidas’ UEFA Champions League sponsorship and their latest balls, boots and kits - showcasing them in an innovative way and revealing how these products defined the biggest moments in the tournament - linking to the adidas retail site throughout.

Set up like a sports show, thinking like a news crew and with entertainment at its heart, the team was agile, responsive and editorially led. We even used WhatsApp to keep our reactions razor sharp.

The show had 12 million views on YouTube alone, 87% of which were organic, with over 4 minutes average viewing time. We went global on Weibo, with a further 2 million shares.

It’s been on screens in the stadiums on UEFA Champions League nights, it’s been on TV and all over the media, from global consumer titles to sports publications - even Match Of The Day Extra.

It’s not just new. It’s defining the age of the brand as a broadcaster.


adidas had the largest share of voice of all UEFA Champions League sponsors with 58%



12 million views
on YouTube

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