adidas x MLS
Forward25
Major League Soccer (MLS) and adidas embarked on an exciting venture to mark their 25th season by unveiling their new jerseys in a groundbreaking manner. Their goal was to captivate not only the devoted soccer and sports enthusiasts but also appeal to fashion-forward consumers. The initiative aimed to fuse sports, fashion, and innovation, setting the stage for an unforgettable milestone celebration.
Project Services
The collaborative effort between MLS and adidas led to the creation of the FORWARD25 national campaign toolkit. This toolkit served as the backbone for the entire initiative, providing a cohesive framework for the campaign's execution. The team meticulously ideated and developed strategies to ensure maximum impact. Central to the campaign was the dynamic New York Fashion Week (NYFW) reveal event. This event was meticulously crafted to be a spectacle, featuring celebrities showcasing each team's new 2020 jersey. The event was not just about unveiling jerseys but was designed to create a buzz across both sports and mainstream media, garnering attention from diverse audiences.
Results
Sales increased by 70%
4.7MM+ social impressions
600 RSVPs for the NYFW event
Highlights
Successfully merged sports and fashion, captivating diverse audiences
NYFW event attracted celebrities, media, and fans, elevating MLS and adidas globally
Demonstrated campaign effectiveness through sales surge and robust online engagement
