The Tango Squad

WE ARE SOCIAL, London / ADIDAS / 2017

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adidas football want to create an army of football obsessed advocates to help communicate their new Stadium to Street position. Taking football from on-pitch action into the lives of the kids who will one day be the next Leo Messi or F2 Freestylers. 18-24 year old, inner city kids who captain their football teams and lead their peer groups in knowing what’s hot and what’s not.


Tango Squads are currently live in 11 cities across the globe with plans to launch in many more. The members were scouted on the ground and online. Potential members were vetted by an automated system in the first instance and then manually by adidas employees to ensure the correct people were selected. The goal to ensure we have the right people not the right number of people.

Once selected, Squad members were on-boarded to the Tango Squad Facebook Messenger group. These groups are split by location so that each city can tailor their own communications with the groups. Messages are sent out to the group as a broadcast with one to one communication starting off the back of Tango Squad responses.

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