Adidas needed to do something different, and move beyond conventional sales promotion. They needed to stoke the passion of the football fan in its purest form – his love for his team.

The strategy was to let fans express their team loyalty, compete to be the 12th man of their team and thus identify the ultimate fans in SEA.

The campaign has proven to be very effective: • Sales revenue during the campaign period exceeded theresults of 2008 by 14% (despite a narrower product range available) • 30% increase in footfall into adidas stores during campaign period (against atarget of 20%) • An increase of our Facebook fan base by more than 1000% in six weeks.

• A staggering volume of comments, dialogues and debates on our Facebook fanpage – evidence that club fanaticism had been successfully revived.