Y-3 x Real Madrid
ADIDAS Y-3
Yohji Yamamoto x adidas Football for Real Madrid
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The new third-kit team jersey for the -by then- 10-time UEFA Champions League winner was designed in partnership with Yohji Yamamoto. The black and white kit was inspired by Yamamoto's vision of a heroic story featuring a mythical creature. It symbolizes strength, determination, speed, agility and reflects Real Madrid’s players as modern-day heroes.
“It’s very nice and I identify with dragons.”
– Marcelo. Left Back for Real Madrid
“It’s innovative yet simple. I’m certain people will like it and hopefully the dragon will give us plenty of strength.”
– Xabi Alonso. Central Midfielder for Real Madrid
INSIGHT
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The collaboration between Yohji Yamamoto and Real Madrid aimed to expand further Y-3’s positioning from “sport-inspired” to “sport intended”. The challenge was to create a digital and social media campaign emphasising the fusion of sport and fashion.
INNOVATION
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Social Media was at the heart of the campaign, featuring Real Madrid’s leading players Iker Casillas, Xabi Alonso, Marcelo, James Rodriguez, Toni Kroos, Christian Bale, and Cristiano Ronaldo together with Yohji Yamamoto. The limited-edition of 1.400 original kits was sold on select wholesale partner sites, realmadrid.com, and Y-3.com.
IMPACT
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A world’s first - adidas invited a fashion designer to the beautiful game of football. The jersey gained worldwide coverage in the fashion and sports media. The club’s and players’ social media posts contributed a lot to a potential reach of millions. In no time the limited-edition pack was sold out across all select platforms.