In timing for the World Cup in Brazil,adidas Japan faced the challenge of further increasing the sales of Japan National Football Team jersey, because there was no culture of wearing National team jerseys when supporting the National team in Japan unlike other countries. Therefore selling the National team jersey was a big challenge for adidas Japan.On the other hand, potentially there was a big market for this product, seeing that the fact that the broadcasting of the match of Japan National Football Team is one of the most popular TV content in Japan.

First of all, a movie launch. A movie calling the supporters to "Support the team by being the team".

In this movie the real members of Japan National Football Team appeared and made an enormous buzz nationwide.

By this movie the idea of making HUDDLE became very popular among not only football fans but whole Japan at once.

Next we provided many chances to make huddles, by holding public viewing, by making buzz movies with national stars such as AKB48 and Kyarypamyupamyu, and so on.At last not only football fans but whole Japan became as one by this HUDDLE movement.Campaign went through as planned, and whole Japan were strongly motivated to buy the jersey and made HUDDLES nationwide.

Adidas Japan grew the sales of the Jersey by 700% compared to previous World Cup in South Africa with tremendous PR exposure.

Also made success in creating a new Japanese football tradition of“wearing Japan National Football Team jersey when supporting the National team".