With the football season already in full swing, one thing we’ve loved is how Adidas has connected with individual team fan bases to build excitement for their new season kit launches. There were three kit launch videos that partially caught our eye, Arsenal’s third kit, Aston Villa’s home kit and Manchester United’s third kit.
What makes the launch videos so special is they work on two levels. They can be appreciated by the general football fan but will resonate so much more with fans of each team. Each video taps into what it means to be a football fan but includes easter eggs that will be missed by most but not the team’s fanbase. Whether is tubs of vapor rub, replicating iconic celebrations or bandanas, these small nods to cult moments of each team makes the videos distinct and will ensure fans tap the share button on social instantly.
These videos demonstrate how understanding your audience, can go a long way. You just need to read the YouTube comments to see what sort of reaction this doing can generate.
It also helps the shirt designs are stunning, so Adidas are not forgetting you need the product to back up your comms. It is also great to see the return of the Trefoil to football shirts and long my it continue. Though the return of the Trefoil is more than just a design idea and shows Adidas understand the wider marketplace and the growth in popularity of retro footballs shirts. By giving the Arsenal and Manchester United shirts a retro feel, not only by using the Trefoil but also using a simplified and traditional version of the club badge on the shirt. They are ensuring the shirt is in keeping a current market trend.
