Aston Villa’s record-breaking 2024/25 campaign, crafted with adidas and Homeground agency, set a new benchmark for kit launches. Celebrating the club’s 150th anniversary and UEFA Champions League return, the campaign’s launch video starred rock legends Ozzy Osbourne and Geezer Butler, blending Black Sabbath’s ”Paranoid” with the Champions League anthem. Live activations in Times Square and JD Sports amplified global reach, while limited-edition Predator boots and a Black Sabbath kit sustained momentum. Generating £876k online revenue in its first week and achieving 692M global impressions, the campaign combined historic sales with cultural impact, solidifying Villa’s identity as a globally relevant club honouring its Birmingham roots.