Pogba doesn’t really register on the North American radar as an influencer, but for adidas he captures an element of creativity that models everything the brand is looking to represent. The explosive Manchester United midfielder is launching the second PP collection with the Three Stripes. The apparel will be limited of course, but in the collection there is a simplistic, almost regular aesthetic that doesn’t scream branding in the way that Nike does.
Unlike the previous launch the PP Ace 17+ features BOOST tech. “The collection goes well beyond footwear, including apparel and accessories for a complete streetwear look. Standout pieces include a new beige and gold bomber jacket, a sleek and stylish backpack and a specially designed ‘Paris’ jersey, featuring a desert print with bold reflective font across the front. The range also includes other items such as a cap, track pants, tees and a signature ball.”
What’s intriguing here is how adidas continues to utilize every aspect of the release to generate interest in the brand and connection to the consumer. In last years campaign the brand commissioned the single, “Your Future is Not Mine.” This year they have commissioned another track based on a the popular GQOM (Zulu for drum) music of South Africa. The music was produced specifically for the promo of the collection. In the video below we get another “less polished” presentation from adidas that feels more organic and alive than marketing from other brands. It’s a strategy that has played well and highlights the level of thought placed into campaigns by adidas. Use this link to read more: http://news.adidas.com/US/Latest-News/ALL/adidas-launches-adidas-soccer-x-paul-pogba-capsule-collection-season-ii/s/a62f920f-9e6e-4afd-a3fd-f81475a0ffc1
Note: the difference in how this video is presented in contrast to Under Armour’s marketing for the Cam Newton shoe with 2 Chainz. It’s the same concept, but the difference is glaring.
2 Chainz x Cam Newton – “Let Me In” | Champs Sports and Under Armour: The Moment Part 4 | Marketing