Adidas may have garnered some strong reviews for their recent Damian Lillard commercial, but their marketing game is even stronger overseas.
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To prepare for the World Cup, Adidas conducted a public demolition of the French national soccer team’s team bus. Why? Because that bus was the scene of major controversy during the 2010 World Cup, when the French team, after a loss, rebelled against their coach and sat inside the bus, refusing to play.
It was a moment the French media dubbed the “darkest hour of French football”.
With a new coach (and, hopefully, a new bus) in place, France is looking to excise its demons in a symbolic manner. And what better way to do it than this?