When Adidas unveiled its hotly anticipated new jersey for Manchester United earlier this summer as part of a massive 10-year deal, pictures of the soccer club’s uniforms went viral and demand quickly heated up.
The German giant yesterday hoped to generate further excitement over the jerseys — and other soccer clubs as well.
Adidas brought together top talent from several European teams to play against each other in exhibition games, held in Marseille, France, the ideal city “for an epic football event,” according to the company.
The event concluded Adidas’ summer-long marketing initiative called #BeTheDifference. It’s also a high profile way to reveal the new team outfits.
Two players from Manchester United, Real Madrid, FC Bayern Munich, Chelsea FC, Luventus and AC Milan went toe-to-toe with each other. They showed off their dazzling skills in front of 700 spectators and wore the outfits, which featured several nods to their respective clubs’ heritage, cities and fans.
The exhibition included Manchester United’s Ashley Young and AC Milan’s Riccardo Montolivo, as well as Alvaro Arbeloa from Real Madrid and Cesar Azpilicueta from Chelsea.
Jacob Corneliusen won the tournament in France in front of hundreds of fans, after taking the title at his local event in Denmark earlier this month.
Adidas tweeted: “Europe’s best ballers. Europe’s top clubs. Welcome to the #BeTheDifference World Finals.”
The campaign began in Berlin in June to “search for the best playmakers and game changers,” the company said.
Since then, mini tournaments have reached 30 cities, from New York and London to Paris and Hong Kong.
Watch the promotional video here.