Adidas: Jerseys

In late 2007, Adidas briefed TBWA/TEQUILA Hong Kong to excite football fans about the new collection of 2008 adidas Federation Jerseys.So we decided to recreate autographed jerseys, fold them and place them as cover inserts into Hong Kong’s number one selling youth magazine, MILK. So overnight, stacks of adidas Federation Jerseys appeared on Hong Kong’s newsstands.
Fans would find France, Argentina, Germany and Spain and every single one was autographed.
It was the first time any magazine had been used to sell apparel in this way.