adidas and #Merky Foundation: Launching #Merky FC

adidas, the sportswear brand, partnered with rapper Stormzy in a social and editorial campaign that set out to promote inclusion in the UK’s professional football sector, resulting in nearly 500,000 engagements and reaching 89% of the target audience.

In Brief

#MerkyFC: a partnership between adidas and Stormzy's #Merky Foundation will see real change in representation off the pitch in the football industry.

The campaign achieved over 200 pieces of editorial coverage, including30 pieces across national broadcast, print and online titles.

As a result there were over33,000 visits to the #Merky FC website in the first week of the campaign. There have been over 2,000 applications for the roles.

Almost half (46%) of the campaign's Black and Mixed Heritage audiences were aware of the launch.

Objectives

Our objective was to develop and launch a campaign that would see adidas...

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