At £89 million, Manchester United made Paul Pogba the world’s most expensive player and adidas’s most valuable star. But he’s Manchester based. And London is a key market for competing against Nike, especially among young street footballers and influencers. So, how could Pogba get London’s attention?
Cue project ‘Pogba x London’. We invited hundreds of the capital’s key street football players, captains and influencers to join us. Then we created an exclusive, secret and immersive event hosted by Radio 1Xtra’s Twin B. And via a dramatic helicopter and Range Rover arrival, we introduced Pogba to London.
True to adidas’s #heretocreate brand belief, we gave our influencers moments to share across London’s urban football scene. Alongside hi-tech ways of showcasing their football freestyle and shooting skills, they were entertained by Pogba’s Grime superstar pal, Stormzy.
How news of Pogba’s visit to London spread to millions.
London’s street football community came to life as word spread, reaching 4.7 million consumers across Facebook, Twitter and Instagram. It is held up at adidas as a case of best practice for socially activated events.