“It happened again.”
That line alone could set off a thousand fan forums.
A phrase sung in stadiums, spammed in forums and now, quietly slipped in as the opener to Adidas’ latest Champions Travel drop.
It’s not just clever. It’s surgical. A line that lands like an inside joke only the football-savvy will truly clock.
A sly nod to those Declan Rice’s worldies against the mighty Real Madrid delivered not with fireworks, but with a smirk.
And that’s the tone of the whole campaign: football-first, never flashy.
No product shots. No hard sell. Just cultural fluency.
Add into mix Arsenal legend Ian Wright.
Cool as ever, casually helping the squad book flights to Paris like he moonlights at Heathrow. His cameo isn’t comic relief, it’s fan service done right.
Wrighty doesn’t need context. He is context.
From subtle callbacks to knowing glances, every moment in this spot feels like it was made by people who genuinely live the game, not just market it. It’s episode two of a story that doesn’t just reflect the culture… it gets it.
This is branding at its most self-aware:
⏰ Dropped at just the right moment.
🏟️ Aimed squarely at the ones who know.
❌ With the product left on the sidelines.
