Euro 2016: adidas says it was the most shared football brand on social networks

adidas was the most shared football brand in the world on social networks (Twitter, Instagram, Facebook, YouTube) during Euro 2016 with a total of 1.17 million shares, more than double the second place brand, according to the German sports equipment supplier on 13/07/2016.

The brand, which supplied nine of the 24 participating federations (Germany, Spain, Belgium, Wales, Sweden, Russia, Hungary, Ukraine, and Northern Ireland), directed short films, pictures and GIFs around these national teams. The German brand was also able to communicate with its star players and ambassadors, Paul Pogba (FRA), Mesut Özil (GER), and Gareth Bale (Wales).

In France, adidas also claimed to have become the most shared brand on social networks, thanks to the #FirstNeverFollows hashtag, which garnered 113,000 mentions on its various platforms. The main reason for this score, according to the brand, was the establishment of the "Newsroom" at the Cité de la Mode et du Design, dedicated to live social content creation. This was the place where the second official ball of Euro 2016, "Fracas", used for the…