Adidas Football and Paul Pogba have one thing in common - their strong believe in music. Both use music as a powerful tool of distinction as brand and celebrity, always in mind their young consumer traget needs a well tailored world to identify with.

Emerging genre Afrotrap connects African rhythms with urban trap as it does with french street credibility and sports. It has been evolving from the suburban surroundings of Paris and so it's naturally connected to football and the streets. The idea was to create a music that authentically brings together Adidas Football, Brand Ambassador Paul Pogba and the genre Afro Trap.

Before the launch of the campaign, MHD constantly showed up in soccer surroundings.

During his concert tour in Munich he brought up top players like Frank Ribery to the stage.

Paul Pogba uploaded a video to Instagram with the campaign song in the background, while giving a sneak preview of the upcoming collection.

The launch film was officially released in January, through all relevant Adidas Football social channels, accompanied by an unique launch event at the Collette store in Paris. For the distribution Adidas collaborated with a big amount of highly influential partners and blogs.

The full version of the created song was released a month later as the official eight part of the artist's own genre defining Afro Trap release series. The song is named "Never" - and so incorporates the omnipresent Adidas Football claim "First Never Follows".

The launch film performed better than any other related campaign films in terms of organic views and engagement, as the content was highly shareable and well received by consumers.

We counted continuous requests for Track ID in the campaign movie and more than 7.000.000 plays on the music video after the official release. By delaying the release of the full track we were able to further prolong the hype and the interest in the campaign.

Beside fashion channels, the campaign gained a impressive amount of music press coverage.

The adidas online stock of the collection was sold out the day after the release, and the overall sales feedback proofed the high online affinity of the consumers.