After months of waiting, planning and connections, EA Agency and adidas exclusively announce their activations for the walk to the World Cup, which takes place in Qatar, starting in November 2022. One of the great highlights of the plan is the launch of the main star of the games, the Official Adidas Ball, named “Al Rihla”,
Al Rihla means “journey” and the name of the ball is an invitation to travel to different realities connected by football. Therefore, the stage for the launch in Brazil was Heliópolis, the second largest favela in Latin America. adidas renovated the largest meeting center for the local community: the football ground in the floodplain and transformed it into the Arena Heliópolis, a modern football complex with synthetic turf. But the brand arrives in the community to stay: during the World Cup journey and for the next few years, there are numerous actions to promote the practice of football in partnership with CUFA: product donation, development of the sport and periodic activities in the field.
Caio Thomaz, VP of Agencia EA, commented:
“It is with great satisfaction that we began yesterday the journey of adidas and EA towards the World Cup, presenting the greatest product in world football. The launch was global and all actions are exclusive and special developed for Brazil with all the creation and execution of EA. We want to show that the World Cup is accessible to everyone and invite everyone to participate”.
The event also featured the hit and clip “Mlk é Luz”, created by Kondzilla and Mc Kekel, presented firsthand with the release of “Al Rihla” in Heliópolis. The song speaks of the ability to be included through sport, one of the Agency’s great mottos for the brand’s campaigns during the World Cup.
To finish the actions of this historic date, several athletes and partner personalities of the brand will receive “Al Rihla” at home. Among the names of artists like Anitta, Pablo, influencers like Jade Picon and sponsored athletes. Caio, who celebrates the moment and highlights the Agency’s differentials to create the campaign, also highlighted:
“The activities don’t end there; we will take the Cup ball to the 5 corners of Brazil, holding regional championships, creating interventions in cities and leaving a legacy in each place we will pass. The results that have been obtained, in a year where the spotlight is on football, both for the Cup lines, as for the clubs and in other categories of the brand, are the unique result of the enormous affinity and integration of the teams of the agency and the company”.
Luiz Filippe Nunes, Manager Football Brand Comms at Adidas, said:
“This is a very important moment for adidas, always looking for creativity and relevance for consumers. EA Agency has been on this journey with us for many years, building innovative projects, so we are very excited and sure that the next actions of the campaign will be very successful and help change people’s lives through sport” .
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