adidas x Manchester United Kit 22/23

Role: Creative Director

Agency: The Marketing Store

For the third consecutive season, adidas tasked us with creating a unique launch campaign to drive engagement for the latest Manchester United kits across social media and retail spaces. Each season brought the opportunity to craft a distinctive story around the Home, Away, and Third kits, using a globally aligned strategy that applied across all A-clubs. Our goal was to highlight the design and heritage of each shirt in ways that resonated both online and in-store.

Campaign Highlights:

• Storytelling Across Kits: Developed three specific narratives—one for each kit—that were shared across social media feeds and Instagram Stories on @adidasfootball and all Manchester United channels.
• Global Retail Presence: Extended the launch across adidas retail stores worldwide, including prominent displays in the Manchester United Megastore and adidas’ flagship store in Shanghai.
• Breaking New Ground: For the first time, we featured the Manchester United women’s team as the lead in the Third Kit launch, a bold step that connected with fans and amplified the kit’s visibility.

This multi-channel approach generated significant engagement, establishing each kit as a visual statement on social media and reinforcing adidas’ presence in physical retail spaces globally.