Julian's Penalty: A Publicity Goal for Nike and Adidas
Julian’s controversial penalty in the shootout against Real Madrid has turned out to be an unexpected advertising bonanza for Nike and Adidas. The play, analyzed ad nauseam in search of the alleged ‘double touch,’ has generated massive media exposure for both brands.
The Nike logo, present on Atlético’s socks, has been repeated exhaustively on covers and videos trying to clarify the controversy. Similarly, Adidas’ official Champions League ball and Julian’s boots, also from the German brand, have enjoyed unusual prominence thanks to the thousands of replays of the shot.
The main sports headlines, both national and international, echoed the debate, further expanding the visibility of the logos. The impact on social media was simply incalculable, with millions of views of the penalty video on MARCA’s profiles alone.
This explosion of interest resulted in a huge number of impressions for Nike and Adidas in record time. Google searches related to Julian skyrocketed, confirming the media reach of the penalty and its consequent benefit for sports brands. Undoubtedly, an unexpected ‘win-win’ for Nike and Adidas thanks to the controversial play at the Metropolitano.
