Is Integrated Adidas/ManUtd #BreakExpectations The Best/Biggest Kit Launch?

Early statistics suggest the results look promising too.

According to research by Repucom, three days after the kit launch the Adidas campaign had generated more than $2.3m in social media value – thus becoming Adidas’ quickest value-generating football shirt launch campaign ever.

Indeed, Repucom’s figures suggest that ‘Built To Break expectations has delivered the same value in three days as Real Madrid’s campaign achieved since its June unveiling.

And this data doesn’t even begin to account for other forms of exposure including the likes of TV, traditional media, on-street and word-of-mouth.

The statistics show Manchester United’s own committed shirt unveiling digital drive saw the club produce 38 individual kit launch posts across Facebook, Instagram and Instagram – more than any of Adidas’ other football team partners have since June (including AC Milan at 16, Bayern Munich and Chelsea at 36 and Real Madrid at 28.

United’s digital enthusiasm around its renewed partnership with adidas is matched by a social media fan base which despite being just over half that of Real Madrid’s, (76 million compared to 123 million) – the value generated through fan engagement is set to overtake adidas’ other clubs.

Perhaps Adidas’ £750m, 10-year investment will turn out to be a sensible bottom-line financial decision after all.

‘This was the big one for Adidas. They needed to show they made the right decision following their world record deal to kit out Manchester United for the next decade,’ commented Repucom head of digital Max Barnett.

‘Value generated through social media was always going to play a huge role and the figures so far for the brand are encouraging. Kit Launches are a fantastic example of what we call “Fan Stories”; content that is related to one theme, delivered across multiple digital platforms.’

Repucom argues that a key contemporary activation trend for soccer sponsors is for brands and clubs to collaborating around story-led content that can range from kit launches and transfers, to team announcements, player interviews and scores.

The campaign’s striking imagery, carefully considered timing and integrated channel plan all managed to raise a few eyebrows.

As did the star players absent from the campaign creative – who include club captain and talisman Wayne Rooney (a high profile Nike ambassador) and world class goalkeeper David De Gea (who may be on his way to Real Madrid).

Shirt sponsor Chevrolet ought to be satisfied with the launch campaign’s reach too – as the auto giant’s ‘cross’ logo has huge global visibility through the creative.

The shirt itself is somewhat retro and features a classic v-neck collar, Adidas’ three stripe design down the shoulder and there is a graphic design on the hem taken from the 1990 shirt (worn by Ryan Giggs in his debut season).

Indeed, Adidas supplied the Man Utd kit between 1980 and 1992 (when they were replaced by Umbro, who were supplanted by Nike).

Manchester United will wear the latest new Adidas home kit for the first time in their opening Premier League game against Tottenham on 8 August.

The design of the new kit has been a personal passion for Adidas designer and Man Utd fan Inigo Turner says the new kit design has been a personal passion.

‘At Adidas we have been on a real journey in creating these new kits for Manchester United,’ he comments in the launch press release.

‘This landmark sponsorship is not the first time we have partnered with the club and it is with these iconic kits of the past that we drew our inspiration from. We have aimed to break expectations by reengineering simple but impactful design features such as the classic v-neck collar and the iconic three-stripe detailing down the arms as our commitment to giving Manchester United a truly ground breaking kit for the 2015/16 season.’

The man from @adidasfootball who designed the new kit & broke expectations: http://t.co/2UL1X5Slyv #BeTheDifference pic.twitter.com/VCoDjx1Vkm

— Manchester United (@ManUtd) July 31, 2015

While Steve Marks, Adidas Sports Marketing Director for Manchester United says: ‘This special club has always broken expectations. Sir Alex Ferguson’s historic success, Beckham from the halfway line, the unlikely victory against Bayern Munich in 99, all of these moments demonstrate a club with not only a proud history but also a reputation for success and the unexpected. Adidas is immensely proud to be part of that history and to be returning once again as partners of Manchester United Football club for another 10 years.’

‘Everyone at Manchester United is very proud of the shirt’s classic design, which draws upon the Club’s iconic kits of yesteryear,’ adds Manchester United Group Managing Director Richard Arnold.

‘Manchester United and Adidas have a long and illustrious history in football, both leading the way in innovation and performance. The design of the 2015/16 kit will not only appeal to our loyal supporters, it will also showcase adidas’ expertise in creating state of the art performance products for the football industry.

‘We look forward to sharing the designs for our complete adidas range with fans via our 100m social media connections, as well as seeing them within the stadium and on the streets, creating a new classic design culture, opening a new chapter in Manchester United’s history.

‘We are proud to welcome Adidas back to the Manchester United family and look forward to a successful and exciting future together.’