Adidas has unveiled its brand new FIFA World Cup Qatar 2022 Federation Kits by hiding them in plain sight in ‘cultural hotspots’ around the globe.
The reveals from the multi-national brand were intended to act as unofficial launches, playing on the ‘huge culture’ of football shirts leaks and fakes within social media.
Created by agency TBWA\London, the global activation comes as part of a bid to appeal to Generation Z. The agency worked with local markets to produce an energetic film to bring all of the drops together in one place. Several influencers and Spanish national team footballers Pedri and Ferran Torres were included in the piece.
In Japan specifically, the kits were revealed in editions of Manga comics Blue Lock and Giant Killing. In Argentina, the new national jersey was placed on the wall of the national team’s favourite barbershop.
Folder unlocked! 🔓 Ready for Qatar. 🏆
Introducing the official @FIFAWorldCup national team kitsHit the -link in bio- to get yours now.#adidasfootball #FIFAWorldCup pic.twitter.com/NjlmcReNTT
— adidas Football (@adidasfootball) August 29, 2022
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“Culture became our secret weapon. Gen-z is gen-z first, national identity second. They don’t follow the rules set by generations before them so we used the global stage to shine a light on the culture they are shaping at the crossroad with Football,” Adidas head of global football brand marketing, Matt Davidson, said.
