Manchester United and sportswear supplier Adidas has rolled out a new kit campaign for the new home strip for the 2018/19 season inspired by the railway workers of founder club Newton Heath.
The new season shirt marks 140 years since the origin club was founded and working with Adidas it pays homage to Newton heath’s roots as a club founded by railway workers with a prominent train track graphic.
The unveiling was pushed across the usual digital and social channels led by a spearhead spot.
Past & present.
Our new @adidasfootball home kit, inspired by the Railway Men of Newton Heath.
Learn more here: https://t.co/nZrewGhDG7
⁰#HereToCreate #MUFC pic.twitter.com/mijWOPseSg— Manchester United (@ManUtd) July 17, 2018
The kit also saw launch promotional pieces featuring the new Manchester United women’s team to.
The journey begins#MUWomen are #HereToCreate @adidasfootball #MUFC pic.twitter.com/y3cekwE5BL
— Manchester United (@ManUtd) July 17, 2018
The new home kit campaign launches 24 hours ahead of the club’s first game in the new strip on its pre-season tour of the US – which comes with its own set of marketing initiatives and sponsor activations.
Following the first match of #MUTOUR 2018, here's your chance to win an exclusive bundle of #MUFC prizes…
— Manchester United (@ManUtd) July 20, 2018
Los Angeles is red@juanmata8 & @lukeshaw23 loving the new home kit.
Get yours now https://t.co/Cm2gsvWfij#MUTOUR #HereToCreate pic.twitter.com/hKHlyAZdLJ— Manchester United (@ManUtd) July 18, 2018
Comment:
The creative here isn’t offering anything particularly innovative or fresh and is perhaps limited by star availability during the FIFA World Cup.
Although, that said, having most of the squad’s start players on international duty and unavailable for club commercial duties could have been used as an opportunity to try something completely different.
The new kit is the first to feature the club’s new sleeve sponsor Kohler
The first Manchester United kit to feature our shirt sleeve partner.@KohlerUnited created by @adidasfootball. #MUFC
Get yours now: https://t.co/HaVViWzREh pic.twitter.com/Isz3PJiZ7u— Manchester United (@ManUtd) July 17, 2018
and the unveiling campaigns comes a week after the first wave of activation around sleeve sponsor Kohler’s inaugural Man Utd focused marketing (see case study).
Manchester United lead the way in world club football when it comes to global shirt sales with around 3m shirt sales per year.
Ahead of La Liga giants Real Madrid’s 2.29m and Barcelona’s 1.98m.
An astonishing number of units – especially considering that full ‘authentic’ kit cost is priced at £183.
Links:
Manchester United
https://www.manutd.kohler.com/
http://www.facebook.com/manchesterunited
http://www.instagram.com/manchesterun…
Adidas Football
http://youtube.com/adidasfootball
https://twitter.com/adidasfootball
https://facebook.com/adidasfootball
http://instagram.com/adidasfootball
http://adidas.com
http://snapchat.com/add/adidasfootball
https://soundcloud.com/adidasfootball
