A famous image of King Ludwig II, Bavaria’s favourite son, was transformed to show Ribéry as the new King bedecked in the regalia of modern offensive football. Draped against Munich’s Theatinerchurch, it gave bold contrast to monarch and authority; a metaphor for Adidas’ heritage. Phenomenal levels of PR were generated in national/regional newspapers, television, radio and online. It formed a discussion point on a number of lifestyle and football TV programmes.

A minimal five figure investment generated a wave of publicity across TV, print, radio and online delivering a media value of approx. €1.55 million, according to MDS AWA 2007 and S&P Data. It was the front cover image for Sport Bild magazine and, in turn, appeared in their TV promotion.