Adidas historically only engaged with elite players, when it came to youth football. However this approach was increasingly seeing them lose relevance with a broader audience.

We launched the Adidas’ Football Collective & defined its brand purpose as ‘We level the playing field for all players’. A new product offering that helped to broaden the appeal and uptake, with a much broader audience

-We helped to growth under 30 sign up, by 43% in one year. We also helped to grow the diversity of players taking part