How ADIDAS succesfully targeted millennials partenering with FIFA18

Brands all over the world are looking for a way to reach the 18-35 target (precisely, the millennials).

Today let's see how Adidas is succeeded in doing so.

The German brand has decided to focus on two must-haves for men
⚽ Soccer
🎮 Videogames

And what better combination of  these two factors if not FIFA?

credit: Marketing Ignorante

So, what did Adidas do? 🤔⬇️  
🔸Adidas has branded a whole game mode "the journey", dressing up the protagonist of his clothing (sweatshirts, tracksuits, T-shirts, shoes, bands, shin guards, etc.).  
🔸Adidas has also created 1 exclusive kit (the 4th jersey) for Juventus, Real Madrid, Manchester United and Bayern Monaco which can be used ONLY in FUT mode (ultimate team).
Not by chance, Ultimate Team is that one game mode that, with microtransactions, fills 50% of EA's revenue.
We are talking about over 650 million euros! You be the judge...

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