adidas and Manchester United have claimed that the recent partnership launch has been the most successful in both the club and brand’s history, with both a record breaking day first day and first week launch for the first team shirt that delivered over a month’s worth of forecasted sales within the first five days.
Kicking off the record ten year partnership, many adidas global retail partners reported a 200% increase in day one sales compared to last year’s kit launch.
The club website and social channels also experienced huge amount of engagement with over 212m content impressions and a total of 7m cumulative interactions.
In addition, Manchester United opened the doors to Old Trafford and the Aon Training Complex and Old Trafford, where adidas hosted three days of content creation with influencers from across the key markets China, US, Russia and the home market.
adidas global general manager football, Markus Baumann, commented: “adidas is immensely proud to officially launch our Manchester United partnership, a deal that over the next ten years will bring two of the world’s leading sports brands together. 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”.
Richard Arnold, managing director, Manchester United added: "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."
The partnership will continue with the launch of the club’s third kit in late August.