The biggest shirt ever seen on a football pitch

We were tasked by adidas Football to create an online recruitment campaign based on their sponsorship of the Danish National football team. The goal: to attract 15,000 fans on the new, official Danish adidas football Facebook page before the kick-off of the 2010 FIFA World Cup™ in South Africa.

To create attention and engage the fans we launched an activity called “Biggest Shirt”. A recruitment campaign where the official Danish federation team jersey increased in size as more and more fans joined the Facebook page. For each new fan joining the page the national jersey grew by 20 cm². adidas committed to produce the over-sized jersey and deliver it to the Danish football fans.
As promised, the jersey was produced and given to the excited Danish football fans to carry with them on their journey to South Africa. At the end of the campaign the shirt had grown from 1 m² to 72 m² and over 36,000 fans were engaged!
To show appreciation to the fans, adidas decided to increase the size of the shirt to 400 m² – The largest of it´s kind!

Case study


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