Adidas
CASE STUDY
Turning kit launches into cultural moments across football and basketball.
Overview
adidas partners with WePlay in the Middle East to bring a series of football and basketball kit launches to life, activating relationships with Maccabi Haifa FC and Maccabi Tel Aviv Basketball Club.
Together, the work turns product launches into culturally relevant moments rooted in sport, fashion and street culture, helping adidas connect with fans in ways that feel authentic, local and distinctive.
Challenge
Kit launches are some of the most visible moments in the sporting calendar, but standing out requires more than a reveal.
Across multiple teams, audiences and environments, adidas wants each launch to feel fresh, premium and culturally relevant while staying true to the brand.
Approach
Working closely with adidas and the clubs, WePlay develops creative concepts that connect each launch with the identity, energy and culture surrounding the team.
Hero films, photography and social content give each kit its own visual world, while on the ground activations bring fans closer to the launch moment itself.
Across multiple productions and tight timelines, the focus remains on creating work that feels culturally authentic, visually striking and unmistakably adidas.
Services
Creative concept development
Production strategy and delivery
Video and photography production
On the ground activations
Cultural and location led storytelling
Results
The launches create bold, culturally relevant moments that strengthen the connection between adidas, its clubs and their communities.
Content rolls out across adidas digital channels, retail environments and club platforms, delivering a consistent launch experience from social to store. Across every touchpoint, the work helps turn product drops into campaigns that feel current, premium and built for fan culture.
