Sport / Experiential

adidas x Store twenty two

Change Needed

Off the back of an incredible season where Jude Bellingham shot to international fame, we were tasked by adidas to celebrate Jude’s rise to becoming one of football’s hottest prospects.

At the age of 19 and on the verge of a record-breaking transfer to Real Madrid, the team were tasked with pulling together a campaign that positioned Bellingham as a humble leader, highlighting his love for football, his hometown Birmingham, while also being seen as a role model for his peers and Gen Z football fans

The Idea

So we came up with ‘Store Twenty Two’ – a secret pop up held in the heart of the city centre, with a nod to his shirt number being retired by Birmingham City

Fans were welcomed into the store to meet their local hero and were given adidas, Bellingham and Real Madrid inspired merchandise

After a teased print ad in the Birmingham Mail and across Jude & adidas channels, we received a huge turnout from fans, schools and local football teams, with coverage landing online with the BBC, ITV, SPORTBible, VERSUS and JOE

Change Made

22 online and print media coverage hits

82 pieces of social content

2.1BN total coverage reach

19.5M views across all social content

300+ guests invited guests visited the store