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.”