adidas wanted to make an explosive impact during the 2018 FIFA World Cup. But how do you do so during the most competitive moment for air time? Hill+Knowlton Strategies created an iconic portrait immortalising adidas’ player, Leo Messi, as the greatest of all time (G.O.A.T). Messi posed alongside a real goat creating heat for adidas as the first brand to publicly back their player in the fiercest debate in football. The reaction was intense. Across adidas channels alone, the content is the best performing post on adidas brand channel of all time, generating 1.3m likes, 10k comments and 16k mentions.

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