Adidas didn’t run a Big Game TV commercial during Super Bowl LVII, but generated plenty of positive brand publicity through its endorsement tie-up with the NFL showpiece’s biggest star – Patrick Mahomes – and the sportswear giant leveraged its relationship via a pre-game social media spot titled ‘The Original Impossible’.
Running under the brand’s ongoing, umbrella ‘Impossible Is Nothing’ brand platform, the 60-second tribute video mixed original and stock footage and included authentic father-and-daughter footage filmed at home by his wide Brittany Matthews.
The video, which was deployed across adidas’ channels immediately ahead of the Super Bowl on 12 February, linked to the German brand’s launch of its latest Mahomes signature shoe.
The campaign enabled Adidas to benefit from and celebrate Mahomes’ success: the Kansas City Chiefs not only won his second Super Bowl, but was also named the game’s MVP (as well as being the regular NFL season MVP).
Comment
Adidas and Mahomes originally penned their partnership back in 2017 when the quarterback first turned pro: even though, back then, he wasn’t a starter in his first season with the Chiefs. The original deal was Mahomes wear adidas gear during training and on gamedays to maximise visibility and help design his signature line of products.
When his signature shoe – The Mahomes 1 IMPACT FLX – was released in August 2021 it sold lout in a matter of minutes.
Other notable recent Mahomes brand partnership campaigns have included his Coors Light ‘The Coors Light’, Geha Health’s ‘Commitments Aren’t Made With Words’, plus ‘Unlock Yourself’ with Whoop, ‘Undercover’ with State Farm and ‘Be Who You Are’ for Oakley.
And speaking of Mahomes’ wife Matthews, she gave a brand boost to yoga and fitness sportswear outfit Lululemon when the media re-reported her podcast comment that she had bought her husband ‘lucky, game day red underwear’ from the Canadian multinational athletic apparel retailer back in 2018 and that he had worn the for every game since.
Leave a comment
You must be logged in to post a comment.