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 doing so, sell Adidas Euro 2008 merchandise. As with any team sport, it is recognised that any professional player is only as good as the team around him. Hence Adidas's positioning "Together as One". What better way to demonstrate that than host their own tournament? So to build the hype about the tournament's Adidas-sponsored teams, a giant, life-size three-on-three football tournament was held indoors at Langham Place, where the players were literally strapped into their preferred team's jersey and played with two of their mates, against another team. The idea was to get the public involved and they did! Hundreds registered to fill the 16 three-man team places for the tournament. Their tournament kicked off at the same time as Euro 2008 and culminated in a final on the same day as the Euro final. The tournament was a great success in raising brand awareness through participation and entertainment and that translated to sales. 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.
