Insights
The collaboration between adidas and Broederliefde was born from the understanding that Gen-Z experiences football differently from previous generations. Gen-Z sees football not only as a sport, but also as a culture intertwined with music, fashion and lifestyle. They experience football mainly through short videos and content on social media such as TikTok and Instagram. This illustrates how important it is for brands like adidas to adapt to the way young people consume football: through quick, shareable content that goes beyond the sport itself.
Research by McKinsey and Nielsen shows that Gen-Z particularly values authentic and honest brands. They look for brands that show empathy and connect with their lifestyles. Dutch hip-hop formation Broederliefde meets this need perfectly, as they are well-known in both hip-hop and football. The fact that two of the five members played professional football in their youth reinforces their credibility within the football community. Also, Broederliefde's optimism, which contrasts with the often negative or critical approach in many football talk shows, fits seamlessly with adidas' “You Got This” positioning. In short, Brotherly Love was the right partner for adidas to reach young people.