The solution was to create a series of compelling adidas 'content drops' that focused on human insights and truths about some of the tournament's hottest players; Gabriel Jesus, Mo Salah, and the Spanish Federation (RFEF). The content highlighted the personal stories of these players and the impact of football on their lives. For instance, Gabriel Jesus' story focused on the change in his life since the 2014 World Cup, when he was painting the streets of his local favela. Four years later, a giant mural was painted on the streets of that same favela for him. The content also enlisted the talents of two of football's greatest living icons; David Beckham and Zinedine Zidane, which kept football fans and media across the globe glued to their screens.
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