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adidas World Cup kit drop infiltrates Gen Z culture

With the help of TBWA\London the sportswear brand identified cultural hotspots to let fans discover kits for themselves

Georgie Moreton

Deputy Editor, BITE Creativebrief



Gen Z aren’t like other football fans. They don’t follow the rules set by generations before them. So for the 2022 World Cup, we ripped up the rulebook and set Gen Z’s identities free with a campaign that saw us leak, not launch, adidas’ official World Cup kits.

TBWA\London, London

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