When Football meets Fashion
Hello Everyone!
Greeting from Kesion Overseas Team.
Last month, Tokyo’s streets were buzzing with excitement thanks to the new Takefusa Kubo × Adidas campaign. Famous football star Takefusa Kubo teams up with Adidas to bring energy and style to city billboards, especially in high-traffic areas like Shibuya Crossing and Osaka Shinsaibashi.
When Adidas and the Japan Football Association unveiled the new 2026 national team home uniform, they didn’t just release a jersey — they brought something monumental to Tokyo’s streets. In early November 2025, a massive statue of Takefusa Kubo, dubbed the “Big‑Take Monument”, appeared in a public space near Shibuya’s iconic crossing: the plaza along Dogenzaka.
Standing tall in the new uniform, the statue was designed to embody the concept of “HORIZON” — symbolizing hope, a fresh start, and the forward‑looking spirit of the national team.
The bold visual of Kubo in action and Adidas’ latest gear making the ads feel alive and catching the attention of everyone passing by.
The fans and every passersby are all amazed, stop at the spot, take pictures, appreciate the creative. Hard work but leading the successful results that all over SNS.
Across Shibuya, including busy pedestrian hubs near the famous crossing and near the slope at Dogenzaka, large digital screens showcased high-impact visuals and video clips of Kubo in action. Far from static posters, these screens featured motion, energy, and modern design: fast cuts of game-style footage, close-ups of the new uniform, and dynamic sequences capturing the spirit of the campaign.
This campaign proves that OOH can do more than just show an ad, it can create an experience. By combining a sports star, eye-catching visuals, and smart city placement, Adidas makes sure everyone notices, remembers, and talks about it.
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Have a great weekends!
Chaw