Adidas’s current biggest engines for publicity and revenue are undoubtedly its Euro 2016 merchandise, its UEFA Euro 2016 superstar protege Paul Pogba, and Kanye West, the hip-hop royal behind the Adidas Yeezy collection.
This week, Adidas’s superstars competed for headlines with a new Paul Pogba ad and the Adidas Yeezy launch, which sold out after a six-day camp-out in some places. Euro 2016 favorite Paul Pogba, whose talent and athleticism draw as much publicity as his unique personality and style, stars in a popular new Adidas ad, which is touted as a hit-back at Nike following its campaign starring Cristiano Ronaldo.
Equally attention-grabbing was the launch of Kanye West’s latest Adidas Yeezy collection featuring the Yeezy Boost 750, which sold out at $550 a pair in seconds online and minutes at retailers around the world.
Which Adidas superstar will be the sportswear manufacturing giant’s favorite of the week in this Euro 2016 vs. Yeezy publicity showdown?
The Euro 2016 cannot be overlooked as one of the largest and most profitable sources of revenue, not only for Adidas but for sportswear, sports equipment, and club merchandise manufacturers, suppliers, and retailers across Europe. The UEFA Euro 2016 competition is set to be the biggest in the tournament’s history, with more teams, more games, and more host cities — and a revenue target risen from €1.4 billion to €2 billion since the 2012 UEFA Euro hosted by Poland and Ukraine.
According to the Daily Mail, Adidas’s stake in the Euro 2016 is high. As two Adidas superstars compete for headlines with the new Paul Pogba ad and the Yeezy shoes collection launch, and with an unshakeably dominant presence in Euro 2016 team kits, the tournament is unlikely to disappoint in returns.
“Since Euro 96, Adidas have dominated in terms of the number of teams competing to be kitted out in their attire at the tournament. This summer, nine of the 24 teams (37%) will wear kits manufactured by the German sports giant, compared to Nike’s six (25%) while Puma’s five (21%) is the third supplier with the highest number of representatives,” said the Daily Mail.
“More impressively, Adidas have been the kit supplier to every winning team (five) since the European Championship finals in England 20 years ago.”
Impressive, indeed, but the selling power of Adidas Yeezy by Kanye West cannot be underestimated. It was not so long ago that Kanye West launched Yeezy Season 3 in New York City, with songs of praise heard in response around the nation. Although the Adidas superstar competes for headlines with Euro 2016 favorite Paul Pogba in a new Nike-slamming ad, the Adidas Yeezy collection sold out in seconds online and had Yeezy fans camping out for days at retailers around the world.
Some die-hard Adidas Yeezy fans in New Zealand even camped out for six nights and seven days to get their hands on a pair of Yeezy shoes, with only 30 pairs of the designer sneakers available in the country.
“Loaded on Auckland’s High St had sold all of their adidas Yeezy Boost 750s before the store even opened on Saturday morning,” reports Stuff NZ. “They were the only store in the country to have them and had only 30 pairs of the much-anticipated grey suede sneakers with a gum-coloured glow-in-the-dark sole.”
One man, Shenye Huang, told Stuff that he camped in the line for Adidas Yeezy shoes for five days — even missing school to get them — but that it was “definitely worth it”.
The winner of the Euro 2016 Vs Adidas Yeezy face-off is yet to be decided. As two Adidas superstars compete for headlines, with the new Paul Pogba ad squaring off against the Adidas Yeezy launch that sold out after a six-day camp-out in some places and in seconds online — football fans turn their attention to the Euro 2016, which kicked off last night with a win for France.
[Photo by Matthias Schrader/AP & Jason Kempin/Getty Images]