adidas France: first activation featuring Leo Messi aimed at youngsters in the Île-de-France region

adidas has activated its partnership with Lionel Messi via a campaign that aims to "celebrate football and send a message to the future generation of the Île-de-France (Paris) region" through a promotional video and by distributing more than 2,200 footballs signed by the Argentine star in 17 cities in the Île-de-France region, announced the French subsidiary of the German equipment manufacturer on 28/09/2021.

Entitled "It doesn't matter who believes in you, as long as you believe", the campaign is based on a video produced by the agency Buzzman. The promotional clip features the Paris Saint-Germain (Ligue 1 Uber Eats) player on the roof of a building in Argenteuil (northwestern suburbs of Paris) kicking balls to distribute them throughout the region.

This video pays tribute to several famous places in Paris and its suburbs. The video features the "Lucarne d'Évry" challenge, a viral video on social media that consists of filming oneself trying to get a ball into a window of a building in Évry-Courcouronnes (southern suburb of Paris).

"adidas encourages young people to believe in…