We bought creators from different worlds together to land the football transfer with an attitude that would transcend into street culture. Grime MC & Manchester United fan Stormzy and Paul Pogba collaborated in a music video that announced the transfer to the world.

Pogba was given a stage to showcase his style and Stormzy gave him the soundtrack to do it. This hard-hitting collaboration was ‘accidentally’ leaked on social to break the news ahead of traditional media.

Despite the media frenzy that accompanies the transfer window, big money transfers don’t have cultural impact. They’re too clichéd: all suits and scarves. As a result, the news announcements rarely live up to the hype. Music is a massive part of football culture, especially for our target audience of city based, football mad, teenagers. We spotted the opportunity that adidas is one of the few brands that has roots in both and so we needed to authentically create something that delivered on a sporting and cultural level.

30m views

3m shares.

400 news articles.

Vice quoted the football transfer as ‘the most important 45 seconds that’s ever happened.’

The Times even tried to explain the lyrics.

adidas Football’s most shared post ever.

adidas share price peaked in the days following the announcement.