Adidas Celebrates Real Madrid’s Aussie Visit

Adidas Celebrates Real Madrid’s Aussie Visit
SHARE
THIS



Sports brand adidas welcomed European football stars Real Madrid to Australia for this week’s inaugural International Champions Cup tournament through several high-end premium activations, both at its flagship Bourke Street store and at an urban football tournament which played host to the full team in the Docklands at the weekend.

To leverage its full team appearance over the weekend, adidas also created a surprise experience for 20 young footballers from Eltham, Box Hill, Port Melbourne and South Melbourne who thought they were participating for bragging rights in a 2×2 urban football tournament.

The freestyle tournament, which featured Real Madrid’s arrival during the final, coincided with the launch of adidas’ new ACE & X football boots. The venue consisted of an indoor projected pitch with tricksters, DJs and local adidas athletes as judges including Archie Thompson, Besart Berisha, Isaac Smith and Bryce Gibbs.

On its way to Docklands earlier in the evening, the full Real Madrid squad was treated to an authentic Melbourne sightseeing experience as it was taken by barge, down the Yarra River through the heart of Melbourne’s Central Business District.

As the barge headed past Flinders Street Station and into Southbank, Crown Casino’s iconic gas cylinders also burst to life with fireballs to officially welcome the team to the city.

The global sportswear manufacturer first leveraged its jersey sponsorship with the highest-profile club in world football, by building a replica of Real Madrid’s dressing room at Santiago Bernabéu Stadium, in the change room area of the Bourke Street store.

Ahead of the team’s first clash against AS Roma at the MCG last Saturday night, adidas had thousands of customers through the door visiting the replica dressing room which featured replica lockers of superstars Gareth Bale, James Rodriguez and Marcelo. Customers looking to visit the store will have until February next year to catch a glimpse of their favourite star’s locker.

adidas also had a hugely successful licensed apparel sales week and is expecting additional flow on effects after the tournament around the country.

adidas’ general manager Pacific Steve Castledine said: “We are thrilled with the response of all football-loving fans from Melbourne, interstate and overseas who celebrated the arrival of Real Madrid for the International Champions Cup with us.

“Their unprecedented arrival in Melbourne resulted in outstanding growth for our brand and our relationship with the club and looks like it will leave a lasting legacy on Australian football long after they’ve left.”

 

Please login with linkedin to comment

Clemenger BBDO Sydney Rinsed

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]