EURO 2020 officially gets underway tomorrow, and to whet the appetite yet further for the action to come, adidas have launched a new ad campaign that aims to inspire people to see – and push towards – a more inclusive world through football.

Primed and ready to celebrate EURO 2020, the new ad campaign from adidas calls upon fans to honour the positive impact differences can bring when people come together. The series of short films featuring Thiago Alcântara, İlkay Gündoğan, Serge Gnabry and Paul Pogba will aim to educate, encourage and empower fans to celebrate inclusivity, and it kicked off with a pre-tournament short film. It focuses on the unique power football has in bringing people together and creating opportunities to drive positive change, beyond the pitch and within society. 

Throughout the film, players from around the world are seen playing with the UNIFORIA, the Official Match Ball of UEFA EURO 2020. Launched to complement the original tournament timings, the ball is an homage to the coming together of teams from different countries and origins, bearing the co-ordinates of the many stadiums that will host this incredible moment in European sporting history.

Accompanying this launch will be an intimate film series – launched throughout the tournament – told by the players at the heart of the story. Thiago Alcântara, İlkay Gündoğan, Serge Gnabry, and Paul Pogba all give personal accounts of the futures they dreamt of, while revealing rarely seen footage of themselves as aspiring young athletes at the start of their careers.

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The campaign is part of adidas’ wider refreshed brand attitude, that inspires optimism with action against key focuses of sustainability, inclusivity and credibility. It aims to encourage all to see the world not as it is today, but how it could be.