0

Your Cart is Empty

Vintage shirts
  • Modern Classics
  • Concept Kits
  • Add description, images, menus and links to your mega menu

  • A column with no settings can be used as a spacer

  • Link to your collections, sales and even external links

  • Add up to five columns

  • February 05, 2022 2 min read

    Shirt releases typically follow a predictable pattern, but adidas have mixed things up in a brilliant way this year with the new Lyon home shirt.

    Back in April, a photo of Lucas Paquetá ‘accidentally’ leaking the 2021 Lyon home shirt was doing the rounds on social media. The shot, taken from Paquetá’s Instagram, quickly gained traction before being removed, but in hindsight the leak was not so much accidental but rather one component of an elaborate marketing stunt from adidas France.

    Following the official launch on the last day of the Ligue 1 season, adidas have surprised everyone by sending a free Lyon shirt to people who had leaked the kit last April. As if that wasn’t enough, the shirt came packaged in a bespoke box telling the story of the campaign with a mock Instagram story frame on the front and several tweets on the inside cover.

    Y’a des colis qui font plus plaisir que d’autres. Merci @adidasFR @OL 🙏 (La boîte avec les tweets, vous êtes des cracks😭) pic.twitter.com/k1mIytBupZ

    It’s worth saying also that there appeared to be a range of people who were sent a free shirt, from relatively big accounts to ‘smaller’ profiles and individuals. Some shirts were sent even to people who just replied to posts from big accounts sharing the leaks, which implies that this was a genuine surprise for the various people who received a kit.

    Many people have discussed the proliferation of leaks over recent seasons, suggesting that brands deliberately share designs to gauge reaction and even make final tweaks before a final release. The arguments have become increasingly convincing, given the quality of many of the leaks and the fact we sometimes see information well over a year before an eventual release, and this adidas x Lyon campaign is one of the clearest signs yet that brands do pay active attention to the leaks of their kits.

    All credit to adidas France for the execution of the campaign, and for the shirt itself which is one of the best Lyon have had since the 00s.

    Pick-up a Modern Classic football shirt, including Venezia, Minneapolis and Parma. Browse these hard to get shirts here

    Leave a comment


    Also in Things We Like

    2023 Southampton shirt
    The hidden details in the 2023 Southampton shirt

    September 23, 2023 1 min read

    Read More
    2023 Southampton shirt
    2023 Southampton shirt review

    June 25, 2023 2 min read

    The release of Southampton's 2023 home shirt was more than 2 years in the making. Since the announcement of the club's return to hummel in 2021, a remake of The Saints iconic 1987-1989 home was on the cards.

    Read More
    Life after betting sponsors
    Life after betting sponsors

    May 26, 2023 3 min read

    Things can only get better, right?
    Read More