adidas Football wanted to create an army of football obsessed brand advocates. People who can spread their message at scale in the communities that matter for them. City based kids who are the captains of their football teams and the kings of their social groups. The people who drive culture.

How can you build trust and brand love with a notoriously difficult to reach demographic?

The world of social media is changing. Dark Social now drives 75% of all social referrals. With personal referrals nine times more likely to convert to sale. By including dark social at the centre of our planning we have been able to create an exclusive group of brand advocates: The Tango Squad.

Hand picked, these groups of 1400 young creators from across 11 countries are redefining adidas’ image. We’re bringing them closer to the brand, letting them break news, star in our content and meet their idols. All so that we can share a journey with them. Bringing them social fame and spreading our message.