«Always United»: adidas and its message of true support for La Bicolor
Posted: Tue Jan 07, 2025 4:34 am
The “new skin” of the Peruvian National Football Team and its concept linked to the iconic box has been a success among fans. Guillermo Byrne, marketing director of adidas, explains the behind the new design, which involves commitment and passion.
In football, as in everyday life, ups and downs are inevitable; however, the way in which we face or stop the “cannon shots” that seek to compromise our interests is what really makes the difference. Aware of this, adidas, one of the main sponsors of the Peruvian National Football Team , developed a unique concept for the design of the new jersey , one that is rooted in one of the most beloved traditions of Peruvians and that transmits a powerful message of unity.
More than a sponsor, fans of La Bicolor
Following the unveiling of the “new skin” of La Bicolor , an attractive oman number screening action took place in the friendly between Peru and Nicaragua: the first goal of the match, scored by Joao Grimaldo and, in addition, the first of the Fossati era, was celebrated next to the iconic Peruvian box. The event went viral in just a few hours, thus highlighting the support of the fans for the selected players in this new stage and even including praise for adidas for the shirt and its launch strategy .
Mercado Negro spoke exclusively with Guillermo Byrne, marketing director of adidas , who gave us more details about the new shirt, the conception and development of the concept, the key points in the launch strategy, the collaborative work with the players and the FPF team, and of course, the evolution of the relationship between adidas and our Peruvian National Soccer Team.
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Guillermo Byrne, marketing director of adidas .
The official presentation of the new jersey during the friendly against Nicaragua pleasantly surprised the fans. Where did the idea of celebrating a goal next to a Peruvian box come from? And what meaning did it have for adidas and for the Peruvian National Team?
We believe that football, along with other elements in our culture, are very important for the unity of Peruvians. Therefore, the design of the shirt and the executions both in the match and at the points of sale follow this same common thread, which is the element of the Peruvian box, which comes to represent this sense of celebration and unity of Peruvians.
In football, as in everyday life, ups and downs are inevitable; however, the way in which we face or stop the “cannon shots” that seek to compromise our interests is what really makes the difference. Aware of this, adidas, one of the main sponsors of the Peruvian National Football Team , developed a unique concept for the design of the new jersey , one that is rooted in one of the most beloved traditions of Peruvians and that transmits a powerful message of unity.
More than a sponsor, fans of La Bicolor
Following the unveiling of the “new skin” of La Bicolor , an attractive oman number screening action took place in the friendly between Peru and Nicaragua: the first goal of the match, scored by Joao Grimaldo and, in addition, the first of the Fossati era, was celebrated next to the iconic Peruvian box. The event went viral in just a few hours, thus highlighting the support of the fans for the selected players in this new stage and even including praise for adidas for the shirt and its launch strategy .
Mercado Negro spoke exclusively with Guillermo Byrne, marketing director of adidas , who gave us more details about the new shirt, the conception and development of the concept, the key points in the launch strategy, the collaborative work with the players and the FPF team, and of course, the evolution of the relationship between adidas and our Peruvian National Soccer Team.
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Load more
adidas
Guillermo Byrne, marketing director of adidas .
The official presentation of the new jersey during the friendly against Nicaragua pleasantly surprised the fans. Where did the idea of celebrating a goal next to a Peruvian box come from? And what meaning did it have for adidas and for the Peruvian National Team?
We believe that football, along with other elements in our culture, are very important for the unity of Peruvians. Therefore, the design of the shirt and the executions both in the match and at the points of sale follow this same common thread, which is the element of the Peruvian box, which comes to represent this sense of celebration and unity of Peruvians.