Tristan Poulter

The Task
Create a campaign to launch the new Adidas Liverpool FC kit and connect liverpool fans with Adidas.

The Solution
The campaign is an ode to the fans, they have a unique sense of humor and a special family bond with the club. The campaign line is a humbling ‘We make the shirt. You make it Liverpool FC’. Using the retro Jacquard fabric pattern of the shirt, fans and players exist together to make up the fabric of the club.

The Media
We used traditional media such as press and posters, as well as supporting the campaign with an extensive social media platform, utilising the Adidas website and LiverpoolFC.com and the Liverpool FC Facebook page, regularly adding fan and player content. We launched the kit with a shirt swap, giving the fans the first look at the new kit. This was then made into a viral and was seeded on all of Liverpool FCs social media sites. At the event we created a ‘Liverpod’, a mobile video booth from a black cab, wrapping it in the new shirt design. The videos, were then put on the website, Facebook page and appeared Liverpool TV, with fans telling the world why they made it Liverpool FC. Augmented reality zones were also created in club stores where a dynamic backdrop provided fans with a chance to have their picture taken as if they’re standing next to their first-team hero.

The Result
The results speak for themselves with 11m social media and 83m website impressions and over 35,000 orders from 121 countries making the kit launch the most successful in LFC’s history. The campaign went on to win a prestigious MBNA Northern Sports Awards for the Best Digital Marketing Campaign.