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.
Key Themes Behind This Trend
- Football-grime Integration
- Opportunity for brands to combine sports and music genres to create unique marketing campaigns.
- Celebrity Partnership
- Collaborating with influential celebrities to increase brand reach and connect with specific target demographics.
- Youth Urban Marketing
- Engaging urban youth through culturally relevant and localized marketing strategies.
Where This Applies
- Sports Apparel
- Sports apparel brands can leverage the fusion of football and music to create innovative promotional materials.
- Music Industry
- Music labels and artists can explore partnerships with sports brands for cross-promotion and expanding their audience reach.
- Advertising and Marketing
- Marketing agencies can capitalize on the trend by offering creative strategies that integrate sports and music elements for brand promotion.
