Who knows what the many tourists and citizens of Milan must have thought when they looked up at the words “Starke Persönlichkeiten, starke ziele” printed on almost three hundred thousand square meters of billboard overlooking the Biblioteca degli Alberi, at the foot of Gae Aulenti’s skyscrapers.
What is it about? None other than the latest advertising campaign adidas: YOU GOT THIS. A campaign that quotes a phrase that has become iconic for the world of football: “Strong men, strong destinies”. A mantra pronounced by the current coach of the national team Luciano Spalletti just before sewing the Scudetto onto his chest. Then as now, the coach from Certaldo was hunting for a memorable success. The only difference is that this time the phrase appeared in a German version, because it is in Germany that the European Championships are being played. An appointment to which Italy arrives as reigning champions, with the responsibility of defending the title won in London.
Euro 2024 Calendar
With this message that stands out in the panorama of the Porta Nuova district, the three stripes brand wanted to give its ‘good luck’ to Spalletti and the Azzurri – who for the first time will wear the famous three bar logo on their jerseys in a great football event. A real endorsement for the national team coach: the only, original one, compared to 60 million “couch” coaches who will connect this evening to follow everything that will happen in Dortmund.
Adidas is not new to initiatives of this type. A few days ago, in fact, a billboard with the image of Federico Dimarco in giant version: 50 or more meters high. A sign that adidas really wants to do things big with Italy. You Got This, the billboard read: you can do it. So let’s really hope that Spalletti and his guys make it and repeat the feat of 3 years ago at Wembley, but this time in Berlin. The Olympiastadion evokes sweet memories.
Euro 2024 ranking
