Adidas made a triumphant return to sponsor the Peruvian soccer team after a 36-year hiatus, much to the delight of millions of nostalgic and emotional Peruvians. However, with the rise of the Generation Z, things were not as straightforward as before. This new generation experiences sports in a completely different way, with their lives revolving around streaming, social media, memes, and most notably, gaming. It was clear that if Adidas wanted to capture the attention of this young, tech-savvy audience, they would have to think outside the box.

"The Jerseyverse". The first launch of an official Jersey in the Metaverse.

Instead of inviting gamers to the real world, Adidas decided to bring the world of soccer to them, by creating a replica of the iconic National Stadium of Peru in the virtual world of Minecraft. To pull this off, they teamed up with MOX and dozens of gamers to collaboratively unveil the new jersey in a live-streamed event that sent shockwaves throughout the sports world.

The result was nothing short of spectacular. The launch of the new jersey in the metaverse not only captured the attention of the younger generation but also marked a historic moment for Adidas and the sports industry as a whole. With this groundbreaking approach, Adidas proved that they are not just a sportswear brand but a company that is always pushing the boundaries of innovation and creativity.

Target Audience: Generation Z

Approach:

To reach a generation that doesn't experience soccer like the previous ones, we had to think outside the box. We analyzed the platforms they use daily and realized that the best strategy was not to create a traditional campaign. Instead of trying to bring them into the world of our jersey, we knew we had to bring the jersey to their world.

And that's exactly what we did. By taking our campaign to their world, we were able to create an immersive experience that resonated with them on a deeper level. We broke down the barriers between traditional marketing and new media, creating a unique approach that brought the two worlds together.

Together with the renowned streamer MOX, we created an exact replica of Peru's National Stadium inside an exclusive Minecraft server. We invited gamers to be part of a live collaborative experience where they could unveil the design of the new jersey. The event was live-streamed and covered by dozens of media outlets, marking a global milestone in the world of official jersey launches and generating thousands of sales on the brand's website.

This approach not only caught the attention of the gaming community but also the entire sports industry. By creating a virtual stadium where gamers could interact with each other and unveil the new jersey together, we were able to tap into the passion that this new generation has for gaming and create a new kind of football experience.

- First ever launch of an official jersey in the Metaverse

- A server full

- Thousands of jerseys sold in the website

- National Trending Topic

+ 10.000 viewers on Twitch

- 157 MM Impressions

- Above all, a genuine connection with Gen Z

- The most commented launch in the history of the Peruvian jersey.

- Most popular week of "Adidas" and "Adidas national Jersey" on Google Trends, ever.