United replica kit launch breaks records
THE launch of Adidas and Manchester United’s new 10 year partnership deal is the most successful ever, according to the two Manchester brands.
A record breaking first day and first week launch at the club’s Megastore at Old Trafford and its online store delivered over a month’s worth of forecasted sales within the first five days.
The Manchester Adidas store in the centre of the city experienced a week’s worth of business in just the day of launch based on year-on-year sales.
Many adidas global retail partners have reported a 200% increase in day one sales compared to last year’s kit launch, with high demand across the globe.
A midnight launch in Manchester on August 1, saw the launch of the campaign with a film that quickly became the most shared film from Adidas in 2015 to date with more than 2 million views, 95% of all views being organic.
Richard Arnold, managing director, Manchester United, said: “Partnering with Adidas, we had high expectations; quality innovative kit, superb marketing, world beating distribution, a deep understanding of our history and our fans. Adidas have not broken those expectations, they have smashed them.
“The kit has resonated with our fans, both with its nod to our history and the quality of its construction. We already have further exciting and iconic developments ahead and like our fans, I am excited about the next decade, on and off the pitch.”
Markus Baumann, Adidas global general manager football, said: “The partnership has already delivered record breaking results through a campaign that has reached millions of fans worldwide and shattered sales records for the new home shirt across the Globe. We look forward to building upon this success and to continue to grow the partnership in the years to come”.
