This week saw the unveiling of the adidas UMU campaign, created to inspire the world to celebrate diversity in unity while raising funds for Nelson Mandela’s 46664 foundation. Naturally, adidas have enlisted some of their top players to showcase the cause and campaign...
UMU - or Unite Mzansi Unite (Mzansi means “South Africa” in Nguni Bantu language) - represents one of adidas’ key charitable efforts in South Africa. The Unite Mzansi Unite campaign aims to follow in the footsteps of South Africa’s former President Nelson Mandela, rallying all South Africans to celebrate and host the World Cup in unity.
The UMU campaign was created to inspire South Africans to unite as a nation by wearing yellow, the colour of the new Bafana Bafana 2010 FIFA World Cup home jersey. Now adidas invite football fans around the world to support the UMU campaign with the yellow UMU product. adidas have committed to donate all of its profits from the sale of the UMU gear to support Nelson Mandela’s 46664 charity.
South Africa and adidas football superstar Steven Pienaar commented at the launch of the campaign: “It
is very inspiring to me. I am so proud of my country and fully support
South African unity in the build-up to the World Cup. I am
honoured that I will get to play in front of my nation who will be
united and wearing yellow in support of us.”
As part of the celebrations, adidas have created a giant jersey which is currently touring South Africa via a huge adidas-branded truck giving the entire nation, from school children to celebrities, the opportunity to sign the giant jersey as a demonstration of their support.
Each person who signs the jersey receives a gift from adidas – a unique, multi-functional yellow product called the UMU, which allows each individual to wear it how he or she wants and celebrate their support for South African unity.
There is also a digital signing option on the and an opportunity to sign via mobiles at selected retail outlets. Additionally, you can follow the adidas truck through itrs journey on the adidas unite website which features key events and info around the tour.
You can get your hands on the unique UMU product now, where it is available from highly-selected retailers for around £8 GBP / $12 USD / €10 EUR.