In Hong Kong, European football has a close and keen following at both club and international level. Adidas, being the leader in football, looked to be the leader in exciting fans about Euro 2008 and in doing so, sell Adidas Euro 2008 merchandise. As with any team sport, it is recognised that any proffesional player is only as good as the team around him hence Adidas's positioning "Together as One". So to build the hype about the tournament's Adidas-sponsored teams, a alternative outdoor event, Human Street Parade, was created, Adidas federation jerseys were literally stitched together to dramatise the importance of standing shoulder-to-shoulder as a team, and led by a cheerlady, the teams paraded in two of the highest pedestrian traffic areas in Hong Kong, Mong Kok and Causeway Bay. The parades attracted a lot of street interest. The media got hold of it too. All of wich helped raise brand awareness and contribute to a campaign that raised sales during Euro 2008. The Adidas Euro 2008 target sell-through rate was set at between 30-40%, however the Euro Federation Jerseys sell-through rate achieved 54% while the Euro Match ball achieved a 51% sell-through.
Agency: TEQUILA\ Hong Kong, China.