Adidas is giving football fans the opportunity to design the third kits for some of the world’s biggest clubs, including Manchester United and Real Madrid, with the launch of its Creator Studio.
The new digital platform will give football fans the tools to design the third kit for six Adidas clubs - Real Madrid, Bayern Munich, Manchester United, Juventus, AC Milan and Flamengo - with the final designs being worn by the players during the 2017/18 season.
The 2017/18 third kit for your favourite club?
— adidasfootball (@adidasfootball) August 8, 2016
The Creator Studio platform will see each submitted design entered into 'Battle Mode', where fans will have the chance to vote on the jersey they like most. The kits with the most votes will then go through to a top 100 gallery for each club with the winning strips decided by a judging panel consisting of some of the clubs’ most iconic players.
“We are giving people a blank canvas and allowing them to create something exciting and unique,” said Markus Baumann, Adidas’ general manager of football.
“The Creator Studio is an opportunity for fans to become part of the history of some of the biggest global clubs; it’s a true first. We hope the idea of seeing their design on field next year, being worn by the players and by fans around the world, will fuel imagination and creativity.”
Adidas brand ambassador and Real Madrid star Gareth Bale added: “It’s an amazing opportunity for fans from all over the world to make their mark on their favourite club, and to be a part of the club’s history.”
The move is likely to prove popular among young football fans and fits with Adidas’ focus to be the most sharable brand on social media, a metric which it deems to be key indicator of success over its rivals. This approach has also led the German sports brand to partner with footballers who are particularly popular among young fans, such as Manchester United's Paul Pogba.