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November 18, 2009
Adidas storytelling for a jersey

Since I work for Nike, I'm surely not in the best position to judge Adidas work but, as you know, my editorial line focuses on showcasing great digital creativity in a objective way with a personal touch. Nike and Adidas approach football communication in a very different way so I'm not going into strategic nor brand discussion. I'm posting about Adidas Football Teamgeist project simply because I was impressed by the quality of the project.


It's an impressive digital production to tell the story of the German National team shirt and of course, drive replicas' sales on the way to WC10.

Storytelling is quite epic and really delivers an immersive experience for Germany supporters (I guess :-))

The advergame part is also quite original but, in my opinion, less engaging and quite annoying because you are forced to win the three games to reach the end of the story.

Last but not least, digital commerce integration: online purchase of the jersey is just one click away.

Comments on this entry

Solitamente preferisco l'approccio di Nike, ma devo dire che questo รจ veramente un buon lavoro

Posted by: andrea at November 18, 2009 11:46 PM


Interesting analysis -- thank you for sharing. This one left me a bit confused as a marketer. I realize the benefit of creating localized microsites, especially to celebrate country teams for WC10, but didn't other countries qualify for WC10 that have Adidas fans? I'm guessing they, too, have 'stories' so why not make this a larger (and localized) event? At first I thought this was a way to celebrate the Adidas story, as a German company, but that story was never told. I couldn't help thinking that for all the time and work to create microsite, blog, Twitter profile, Facebook page just for this and a German audience who will likely all begin following the German WorldCup Team specific pages -- wasn't sure what type of traction this promotion would receive. The strategy and goal (sorry for the pun) was not clear to me for the investment.

Posted by: @raynanyc at November 19, 2009 03:11 PM


I think this is an amazing campaign on so many levels.

The design is just beautifull and the gameplay is such an original way to play a football game online, I wonder no one thought about it before!

Although I didn't have the time to finish it, the experience
was so good I kept thinking about it afterwards.

Great stuff!

Posted by: Panos Sambrakos at November 19, 2009 11:28 PM


Adidas web graphics have always stunned me. Kudos for the team who created the web interactive website of Adidas.

Posted by: Ashley Alfred at November 20, 2009 07:04 AM


A bit cheesy, a bit german, but otherwise nicely executed. Lot of work.

Posted by: Ras at November 20, 2009 10:26 AM


Great Campaign and game for (non) germans. A true engaging experience. Super game!

Posted by: builtformac at November 21, 2009 10:17 AM


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