BACKGROUND

Each year, leading up to the MLS season, every Major League Soccer club debuts at least one new jersey—either a Home or Away kit. As the official partner of MLS, adidas Brand Marketing drives the comprehensive go-to-market plan for this highly anticipated launch. The project involves the creation and handover of 31 tailored toolkits: one showcasing the entire collection and 30 customized for individual clubs. Each toolkit includes premium product, lifestyle, and athlete imagery, as well as messaging guidelines, design assets, and video content to fuel storytelling across global markets. Marketing efforts span social media, PR, retail, wholesale, eCommerce, MLS platforms, and club stadiums. Beyond content production, the project emphasizes a strategic approach aimed at generating demand and building excitement for the season.

Soccer Fans

1.

GEN Z

To connect authentically with our three core consumers, we crafted a strategy rooted in cultural relevance and intentional storytelling. We brought the passion of soccer to life by featuring top adidas athletes and grounding the product launch in the sport's heritage. To amplify cultural relevance and organic buzz, jerseys were seeded to influential talent whose reach authentically reflected the identities of our audience. Tapping into the rise of soccer jerseys as a fashion staple, we styled models in curated, street-driven looks that resonated with trend-savvy tastemakers. We also introduced adidas Fútbol Society, a multi-stop, immersive activation that elevated the launch and showcased the best of adidas soccer throughout 2024—delivering a platform that engaged fans far beyond a single moment. Link to learn more at the bottom of the page.

MARKETING TACTICS