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Manchester United Club makes online history with kit launch

Manchester United kit launch on Saturday provided the highest social media value for adidas

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  play Manchester United unveil new adidas kit (Adidas)
  play Manchester United unveil new adidas kit (PA)

Manchester United made history with the launch of their new home kit on Saturday, August 1.

United's deal with Nike ended on Friday, July 31 kicking off their new £750million world record deal with the adidas.

For the home kit, adidas designed a strip similar one worn by the team during the 1980 season.

According to figures released today by Repucom, the new kit has generated over $2.3m in social media value in the first three days of its launch.

That value makes it the fastest value generating adidas football kit launch campaign ever.

The kit launch which was promoted with the hashtag #BeTheDifference is giving adidas a vlaue for their money.

  play (PA)


Manchester United social media accounts have produced 38 posts relating directly to the new kit.

"This was the big one for adidas. They needed to show they made the right decision following their world record deal to kit out Manchester United for the next decade," Max Barnett, Head of Digital UK&I, Repucom said.

Value generated through social media was always going to play a huge role and the figures so far for the brand are encouraging.

Kit Launches are a fantastic example of what we call ‘Fan Stories’; content that is related to one theme, delivered across multiple digital platforms.

Other examples of pre-season ‘Fan Stories’ include training, tours and transfers. Once the season has started digital activity will focus more on game related ‘Fan Stories’ such as squad announcements, score updates or player interviews.

  play (Adidas)


A key trend developing in sponsorship is brands and rights holders collaborating around content. While Kit Launches provide an obvious opportunity for apparel partners, we’re seeing others actively look for their own ‘Fan Stories’ to use as an activation platform.

The 20-time league champions have been relentless in this campaign and as a result, the club will certainly provide more value through social media than adidas’ other major clubs this summer.

This shows that building an engaged social fan base is key and something other teams around the world should be looking at.

Watch the video campaign for the new kit, below:

Video campaign for Manchester United adidas 2015/16 home kit

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