News

Adidas partners with Stormzy for new Manchester United film in First Never Follows series

Adidas has rolled out the latest installment in its First Never Follows series with a new film centred on Manchester United and the media frenzy around the club’s big name signings this summer.

The film supports the recent launch of the Premier League club’s new third kit and, as was the case for the announcement around Paul Pogba’s arrival, Adidas have once again partnered with rapper Stormzy.

The new film opens with Stormzy looking on at a dismissively at a billboard outside Old Trafford which has been vandalised by rival fans, before cutting to the team undergoing their gruelling pre-season training. Players including David De Gea, Wayne Rooney and Zlatan Ibrahimovic feature in the piece which closes with Jose Mourinho making a shushing gesture.

Adidas will release subsequent films in the series which will focus on its other big name club including Real Madrid, Bayern Munich and Juventus as well as some of their star players.

The series illustrates the moves made by Adidas around its big clubs, which are now more provocative and in-tune with the new generation of football fans than ever before. By partnering with names like Stormzy and allowing fans to design the third kits of its big teams, Adidas are pushing ahead with their ambition to be the most shared and engaging brand amongst its rivals.

Get the Newsletter

Keep up to date with the latest news and insights.

Subscribe

Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

All by Tony