Adidas’ Bold Move: Merging Real Madrid, All Blacks, and Marvel Heroes for a Collaboration

Adidas combines soccer and rugby under a comic style narrative. A new capsule collection comes from the sports equipment giant together with two of the most iconic teams in the world, Real Madrid and the All Blacks, the iconic rugby team from New Zealand. The line is inspired by the comic universe in which soccer, rugby and superheroes come together to defend the field of play.

Taking place in two legendary settings, the Santiago Bernabeu stadium and the All Blacks’ training grounds, the Marvel comic book plot follows both teams as they face a threat.

The proposal of lifestyle pieces with sports DNA, such as T-shirts, sports jackets or shorts, are made with a black fabric base and printed in white and yellow, with nods to The Avengers, as well as the logos of each team.

Adidas, which has sponsored Real Madrid since 1998, has also strengthened its business in other sports, such as running.

“Combining the storytelling power of Marvel, the precision of Real Madrid and the spirit of the All Blacks, this collection embodies the following message: when everything is on the line, heroes rise up on every field,“ Adidas said in a statement.

The collection is now available in selected points of sale of the brand, as well as in its online store and in Real Madrid’s retail outlets, starting at 40 euros.

Adidas has sponsored Real Madrid since 1998, and its current contract runs through the 2028 season. In addition, the sports giant is an official supplier of soccer tournaments around the world, such as the Fifa World Cup, the Fifa Women’s World Cup and the Fifa Club World Cup, among others.

In other sports, the German company has recently strengthened its commitment to running by appointing Patrick Nava as head of the global running business. With Adidas Runners, the company boosts communities in 70 cities around the world and supports its global strategy in this universe, which is key to sustaining its evolution. In the last fiscal year, Adidas increased its turnover by 10.5% to 23,638 million euros.