Adidas and ManU's new kit launch has generated over $2.3M in social media value in the first three days of its launch -- making it the fastest value-generating football kit launch campaign ever for the sports apparel giant, according to figures to be released by Repucom on Wednesday. The campaign, launched on Aug. 1, sees adidas take over from previous kit supplier Nike in a $1.2B deal spanning the next 10 years. The '15-16 season kit launch using adidas Football’s #BeTheDifference hashtag has almost delivered the same amount of value in those three days as Real Madrid’s campaign has achieved since launching in June, so far producing over $2.6M in social media value for the brand. The club has produced 38 posts relating directly to the kit launch across Facebook, Twitter and Instagram, more than any other adidas club since June, including AC Milan (16), Bayern Munich (36), Chelsea (36) and Real Madrid (28). ManU's digital enthusiasm around its renewed partnership with adidas is matched by a social media fan base which, despite being just over half that of Real Madrid’s -- 76 million compared to 123 million -- the value generated through fan engagement is set to overtake adidas’ other clubs. Repucom Head of Digital UK&I Max Barnett said, "This was the big one for adidas. They needed to show they made the right decision following their world record deal to kit out Manchester United for the next decade. Value generated through social media was always going to play a huge role and the figures so far for the brand are encouraging." Before the ManU kit launch, Real Madrid had been adidas’ biggest value driver. Combined with AC Milan, Bayern Munich and Chelsea, the four clubs have generated over $4.6M in value for the adidas brand via social media, while the average value per post has been $40,000 (Repucom).
