Adidas Launches Messi Integrated Campaign
adidas has unveiled a new Facebook experience as part of its global ‘Team Messi’ campaign. The campaign aims to celebrate the attributes that make Messi one of the most admired footballer in the world.
The campaign marked the launch of the adidas Messi Collection of boots and apparel, including a signature adizero f50 Messi boot. The integrated ‘Team Messi’ campaign has been launched globally with touch points including retail, ATL, digital and social channels, and PR. The campaign aims to solidify the brand’s association with football across the world.
By joining ‘Team Messi’ on Facebook fans will be able to star alongside the world’s best player in an interactive film personalised to the user through Facebook Connect. The application represents a first for a football player, and makes use of 3D flash technology and filming techniques.
The creation of a personalised adidas range means Messi joins a select group of athletes including David Beckham and Derrick Rose. The campaign was launched through the release of a video and saw the launch of a Messi Gallery, a pop-up exhibition and retail space in Barcelona housing the new product range and a series of memorabilia representing Leo Messi’s entire career.
