Whether it’s down to the coronavirus, the increasingly visible effects of climate change, or a wider generational shift, social issues have firmly become part of our mainstream conversation.
By linking up with a non-league football team, Adidas is proving that the strongest stories are not always told by the best players.
In the context of Covid and the wider change happening in the world over the past 12 months, Adidas’s head of global marketing believes the ‘Impossible Is Nothing’ message is even more critical as it shares untold stories of sports culture.
The collective silence of sponsors during the European Super League fiasco spoke volumes, but brands should still be looking at ways to rebuild trust and engagement for fans of the beautiful game.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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