Adidas - Action Painting Event

Adidas, the sports and clothing retailer, wanted to increase brand awareness in Italy. It also wanted to enhance the link between its brand and the world of rugby in Italy.

Adidas – Action Painting Event

Agency name: Publicis Dialog Client name: Adidas Category: Sponsorship/Joint Effort/Tie-in

BACKGROUND

In order to celebrate Rugby in Italy, Adidas created a meeting between the two best teams in Rugby and Football: All Blacks and AC Milan.

This comprised of a media event in Milanello (the AC Milan famous training pole) and a consumer event at the Adidas Store in Milan with the launch of a celebration shirt

NATIONAL CONTEXT OF THE CAMPAIGN

Football in Italy is part of life, maybe life itself! Rugby is not so popular. AC Milan is...

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