Adidas ‘Fabric Of Football’ Film Series Ep 1 ‘Real Madrid Demand Glory’ Launches New Home Kit

The first half of June saw Adidas launch a new campaign spearheaded by a collection of short films offering fresh insights on new shirts and what they mean to the club and players collectively called the ‘Fabric of Football’.

The ‘Fabric of Football’, a three-part short film series from adidas Football featuring some of the world’s biggest clubs, kicks-off with a launch episode that acts as the sportswear behomoth’s new home kit marketing campaign for its primary football club partner – Real Madrid.

The film, ‘The Fabric Of Football: Real Madrid Demand Glory’, fronts a multi-channel campaign offering an unprecedented look at the philosophy and winning mentality of the 13-time UEFA Champions League winners.

The film sees adidas go behind the scenes at the club, talk with players, icons, fans and club legend and current manager Zinedine Zidane to discuss the philosophy, history and the expectations of playing for Los Blancos, as well as how he aims to continue the winning legacy at the club.

The first phase was initially teased hours ahead of the official launch,

The Fabric of Football: Demand Glory
Watch the full @realmadrid episode now: https://t.co/cAUtsseseo #DareToCreate pic.twitter.com/NihU7my3BF

— adidas Football (@adidasfootball) June 11, 2019

the core campaign debuted on 11 June and was spearheaded by a hero spot.

The creative aimed to drive consumers to the new kit online purchasing platforms at www.adidas.com.

The newly released home kit for the 19/20 season comes with gold trim to‘remind everyone of their successful history and ambition for the future’and the campaign also includes a ‘Write Your Name In Gold’ campaign strand with additional social executions linked by the brand’s umbrella #DareToCreate hashtag.

Write your name in gold.
Welcome to @realmadrid.
Shop the new 2019/20 Home jersey: https://t.co/uKqtrdOBzP #DareToCreate pic.twitter.com/ohajf5EHQq

— adidas Football (@adidasfootball) June 13, 2019

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Write your name in gold. Welcome to @realmadrid. #DareToCreate .: 2019/20 @realmadrid Home jersey . #Football #Soccer #adidasFootball

A post shared by adidas Football (Soccer) (@adidasfootball) on Jun 13, 2019 at 10:00am PDT

The new home kit design features return to the gold stripes and logo of the 2011/12 season with the addition of the shirt sponsor Fly Emirates logo also printed in the same gold.

It also incorporates adidas’ latest CLIMACHILL technology designed to beat intense heat by using moisture-wicking fabrics and boasts a slim through the shoulders and body cut in order to decrease weight and wind resistance.

The new shirt itself was actually first unveiled through an official video posted on Real Madrid’s own Twitter account carrying the copy: “Inspired by glory. Created to demand it. Our new home kit by adidas football” and the dual language hashtags #HalaMadrid and #DareToCreate (and links to the online club shop to directly drive purchasing).

Inspired by glory. Created to demand it. Our new home kit by @adidasfootball.
https://t.co/ERusaaUOvy #HalaMadrid | #DareToCreate pic.twitter.com/0Bc16jthSQ

— Real Madrid C.F.(@realmadriden) June 7, 2019

Surprisingly, the creative included prominent roles for Isco and Gareth Bale – who have both been repeatedly linked with moves away from the Spanish capital this summer.

In addition to the usual set of player imagery aimed at fuelling and supporting PR coverage around the launch, the launch video was followed by further kit promotional threads including in-game FIFA20 creative executions in harness with EA Sports.

Welcome to @realmadrid, Luka Jović and @hazardeden10! This is what our new kit looks like on #FIFA20 #VOLTA and you can pick it up here: https://t.co/ERusaaUOvy @EASPORTSFIFA | #HalaMadrid pic.twitter.com/GFaUsQts6x

— Real Madrid C.F.(@realmadriden) June 14, 2019

and shirt-led activity around new signing Eden Hazard.

All set for @hazardeden10!https://t.co/bQiTSan2nE#WelcomeHazard pic.twitter.com/igDT4IVwJC

— Real Madrid C.F.(@realmadriden) June 13, 2019

Comment:

The campaign effectively illustrates the increasingly sophisticated and multi-layered strategies applied to big club new kit launches.

One that sees multiple, interlinked marketing strands from the sportswear supplier, the club, the players, the fans and its sponsors, partners and stakeholders.

This raft of Real Madrid shirt launch marketing threads blends a wider adidas campaign, the club’s own launch event and channels, stakeholders such as EA Sports, a fan personalisation thread and also linking the new kit to big name new signings both at live events and online.

Links:

Adidas Football

https://www.adidas.com/football

https://www.youtube.com/user/adidasfootballtv

https://www.instagram.com/adidasfootball/

https://twitter.com/adidasfootball

https://www.facebook.com/adidasfootball

Real Madrid

http://www.thedreamvr.com/theapp.php

https://www.realmadrid.com

https://www.facebook.com/RealMadrid

https://www.youtube.com/user/realmadridcf