Adidas, the official kit partner of The Scottish Football Association (The SFA) played on the old rivalry with England ahead of UEFA Euro 2020 with a giant outdoor ad in Glasgow featuring a reworked version of England’s ‘It’s Coming Home’ refrain with a Scottish accented twist ‘It’s Coming Home Hame’.
Created by agency The Corner and painted against a Scottish blue backdrop, the well-known England refrain (a reference to the England team’s 1996 track ‘The Three Lions’ by The Lighting Seeds) sees the word home’ scored out with a Scottish Saltire flag and replaced with ‘hame’.
The huge message was painted on the side of a building in full view of Glasgow’s famous Kingston Bridge across the Clyde (which is crossed by 150,000 vehicles every day) seeks to capture the mood of the Scottish nation as its looks ahead to taking part in its first major international tournament in 23 years which will include an 18 June group game against England.
Launched at the start of June, three weeks before the Auld Enemy match kick off, the German sportswear giant out-of-home execution both leverages its SFA alliance and fires a salvage at the rival Nike backed England team.
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The activation aims to heat-up football fever in Scotland at the nation returns to the major international stage.
Scotland’s game against England at Wembley is sandwiched between home ground Hampden matches against the other side in the group the Czech Republic and World Cup 2018 finalists Croatia.
It was back in August 2018 that the SFA last renewed its kit deal which runs up until the end of 2022 with Adidas as the official kit supplier and JD as Scotland’s exclusive retail partner. The deal included a ‘substantial financial contribution’ from both brands to the Scottish FA (although the specific figures were not disclosed).
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