Adidas / El Tri- 2022 World Cup Kit Launch
Campaign
Communications
Strategy
Focus
In the lead-up to the 2022 FIFA World Cup, Theresa Tran partnered with Adidas and its network of agencies to drive launch awareness and engagement around the Mexico National Team’s home and away jerseys. The initiative aimed to build national pride and global excitement ahead of the tournament.
Execution
Tran helped orchestrate a coordinated rollout strategy, aligning creative storytelling, influencer partnerships, and localized activations to celebrate Mexico’s football heritage and fan culture.
Cultural Impact
The campaign amplified anticipation for the World Cup, uniting fans through shared passion and pride while reinforcing Adidas’ deep connection to Mexican identity and global football culture.
A premium gifting initiative engaged well-known Mexican personalities across sports, entertainment, fashion, arts, media and culture –
reaching a social footprint of 25+ million followers and garnering 500 million media impressions.
The kit experienced tremendous sell-through success immediately following these launch executions.
