adidas combines football and grime to promote its brand in its newest video featuring Manchester United French footballer Paul Pogba alongside London-based grime artist Stormzy. adidas is heavily promoting its football line in the UK by integrating some of the country's most popular aspects: football and grime music (a rap genre created in East London.)
With the use of two famous male celebrities in this video, the athletic brand is focusing on reaching out to male British youth, predominantly in the urban sectors. The clip comes off as similar to a music video with the rapper performing his track 'Nigo Duppy' while the footballer dances to it with Stormzy. From the clothing to the American and British hip-hop based dance moves, the company is clearly targeting a specific group of men -- Millennial city-dwellers (Londoners) from ethnic and black communities.