Adidas and Arsenal FC: A Case Study on the Power of Belief and Fan Engagement
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Headquartered in Herzogenaurach, Germany, Adidas is the largest sportswear manufacturer in Europe, and the second largest in the world. They have a long history of partnerships with sports teams and athletes, and have been the lead global strategic and creative agency for football at Arsenal FC since 2002. This case study focuses on their task of launching Arsenal's 2021/22 third jersey, and the innovative campaign they developed to engage with Arsenal's youthful fan base.
The Challenge
Adidas, a global leader in sports apparel, has been a strategic and creative partner with Arsenal FC since 2002. As part of their ongoing partnership, Adidas was tasked with launching Arsenal's 2021/22 third jersey. The challenge was to create a campaign that would resonate with Arsenal's youthful audience and demonstrate the unique sense of belonging that comes with being an Arsenal fan. The campaign needed to tap into the powerful belief that Arsenal fans have in their club, regardless of the ups and downs on the pitch. This belief is a key part of the Arsenal fan identity, and the campaign needed to reflect this.
The Solution
Adidas and their creative agency developed 'Where we belong', a 3.5-minute mockumentary starring a fictional super fan named Len. At 60 years old, Len embodies the elite mentality and unwavering belief of faithful Arsenal fans. The film turns Len into a club legend, with past and present players telling stories about how his belief has influenced some of the club's most historic moments. Directed by a lifelong Arsenal fan, the film is filled with insights and easter eggs that only true fans would recognize. The campaign was launched across YouTube and Instagram, as well as on Adidas and Arsenal's digital channels, ensuring a wide reach among the target audience.
Operational Impact
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