| Trama | In 2022, TBWA\London orchestrated a kit launch like no other. We knew that a Gen Z football fan is different from a traditional fan; they explore their sense of national identity differently and aren’t interested in the usual ‘big star + big stadium’ kit launch. So, we decided to leak, not launch, adidas’ 2022 World Cup kits by hiding them in plain sight in the places where Gen Z’s national identity actually lives. We hid shirts everywhere from manga comics in Japan, to barbershops in Argentina - and we let the fans discover them for themselves.
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