adidas: The Tango Squad 

adidas football want to create an army of football obsessed advocates to help communicate their new Stadium to Street position. Taking football from on-pitch action into the lives of the kids who will one day be the next Leo Messi or F2 Freestylers. 18-24 year old, inner city kids who captain their football teams and lead their peer groups in knowing what’s hot and what’s not.

A group of specially selected football obsessed teens that get the hottest news, best experiences and exclusive content from adidas Football. All delivered direct to their phones through dark social messenger apps.


These groups are treated to world class experiences and given content to make their social channels sing. From meeting Leo Messi to launching new boots before the PR team, Tango Squad know what's going on before their friends and get to have the best experiences a football fan could ever want.


Welcome to the Tango Squad.



In order to generate real advocacy, we needed to own conversations with the kids on a platform that they already use. We chose to use Facebook Messenger to build exclusive groups of football captains.

In just six months we have recruited 1,440 influencers, in 15 cities, across 11 countries. We’re not looking for mass but targeted influence in our key cities.

They’ve presented adidas content, broken major news stories, seen product before anyone else and met their idols. By feeding their conversations we’re helping to grow their social profiles.

We’re redefining influence. Building adidas a network for the future.

Tango Squads are currently live in 11 cities across the globe with plans to launch in many more. The members were scouted on the ground and online. Potential members were vetted by an automated system in the first instance and then manually by adidas employees to ensure the correct people were selected. The goal to ensure we have the right people not the right number of people.

Once selected, Squad members were on-boarded to the Tango Squad Facebook Messenger group. These groups are split by location so that each city can tailor their own communications with the groups. Messages are sent out to the group as a broadcast with one to one communication starting off the back of Tango Squad responses.


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