Industry reports have Adidas dropping into third place in the competitive sportswear category behind Nike and Under Armour. Adidas’ soccer pedigree is unquestioned, however, and they have high expectations for their new 10-year, $1.28 billion partnership with Manchester United.
The first official adidas Manchester United kit was launched a few days ago via 38 United posts across their social media channels. In each post they incorporated the Adidas hashtag #BeTheDifference. According to KeyHole.co #BeTheDifference has made over 25 million impressions and reached 24 million people through Twitter and Instagram since August 3rd. The impressions and reach generated from the U.S. equalled those emanating from the U.K. during this time. Forbes reports that launch generated $2.3 million in social media marketing value in just three days. Adidas’ last major kit launch with Real Madrid has generated a total value of $2.6 million since its release in the middle of June.