THE ARCHIVE COLLECTION

The Archive Collection was developed from the ground up, encompassing its name, creative territory, and visual identity. This foundation was supported by a detailed go-to-market plan to ensure a seamless and impactful launch for Day 1 MLS fans. To stay authentic to soccer, the content was performance-driven while also being shot in-studio to capture the essence of both sport and style. We further ensured authenticity by featuring athletes and retired players whose stories aligned with the jersey narrative, creating a compelling connection to the heritage of the game.

Six global toolkits were created—one for the collection and five tailored to individual clubs. Featuring still images and video content, these assets were leveraged globally across social media, PR, retail, wholesale, eCommerce, MLS platforms, and club and athlete channels. We also introduced the collection with an experiential activation called the adidas Fútbol Society, a multi-stop, immersive activation that elevated the launch and showcased the best of adidas soccer throughout 2024. Link to learn more at the bottom of the page.

DAY 1 FAN

1.

the first 24 hours:

33% Sell Through

Biggest sales day in MLS store history

+1,280%

increase in organic traffic to MLS product landing page

Creative Territory

Belonging to no one era, we leaned into the nostalgic look of sports broadcasting, advertising, magazines, sports catalogs, combining these different visual languages into a unique and authentic narrative.

A strategic tease phase was orchestrated, leveraging public figures such as Damian Lillard, Lionel Messi, Afrojack, Tate McRae, David Beckham, and Will Ferrell to spark intrigue, drive speculation, and build anticipation for an upcoming launch.