REVISITING ICONS: OUR CONTRIBUTION TO THE ADIDAS FOOTBALL CAMPAIGN
We are excited to share a recent project our agency worked on with The Midnight Club. We had the honor of capturing the Juventus shot for Adidas Football’s tribute campaign to the iconic "Jose+10" commercial.
The return of the iconic "JOSE+10"
In 2006, Adidas launched the "Jose+10" campaign, which captured the imagination of many with its simplicity and powerful narrative. The advertisement featured a young boy, José, dreaming of playing with some of the biggest football stars of that time, like Zinedine Zidane, David Beckham, and Lionel Messi. This spot celebrated football and also represented the dreams and aspirations of young players worldwide.
The campaign today
Today, Adidas has revisited this iconic ad to address a new challenge: the dropout rate of teenage girls in sports. The latest campaign features current players such as Alessia Russo, Kadidiatou Diani, Linda Dallmann, Jude Bellingham, and Lionel Messi, alongside legends Beckham and Zidane. A young girl leads this new image, symbolizing the potential of girls in football and the importance of keeping their sporting passion alive.
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Our role
Together with The Midnight Club, we captured the shot with Juventus players, highlighting the importance of inclusivity in sports. We worked closely with the club's players to create a powerful and inspiring image representing diversity and unity in football.
The importance of inclusivity
This project not only promotes football as a sport for everyone but also aims to counter a concerning statistic: 43% of girls quit sports by age 13. Encouraging girls to stay active and involved is crucial for the future of football and gender equality in sports.
Make a difference
We are particularly proud of this project because it underscores the importance of telling stories that can carve a brand's memory into people's minds. When our work supports social and equal rights causes, we know we are making a difference. This campaign is a perfect example of how our work can have a significant and lasting impact.