This Campaign is Made of Fenerbahçe

adidas’ launch of Fenerbahçe’s 2026/27 jerseys as the club enters its 120th year was big deal.
Because for Fenerbahçe supporters, a jersey is never made from fabric alone.
It is made from memories, voices, victories, heartbreaks and a sense of belonging passed from one generation to the next.

Therefore, adidas celebrated what had been there all along: 120 years of Fenerbahçe.
That history became both the story and the raw material of the campaign.
As a result, everything in this campaign is made of Fenerbahçe, literally.

A film made of shared memories
The launch film brings together different chapters of the club’s history, from the Harrington Cup and the iconic yellow-and-navy raincoat to the rituals and stories of Kadıköy. With the support of AI, legends from the past appear alongside a new generation of supporters, bringing 120 years together in one story.

Posters made of old match tickets
Collected match tickets were recycled into paper for handmade campaign posters, turning keepsakes from the stands into a new expression of the club’s history.

Radio spots made of legendary voices
The voices of Fenerbahçe legends became the voices of the campaign, carrying the club’s collective memory onto the airwaves.

A website made of the club’s own source code'
Built using source code from Fenerbahce.org, the campaign website featured a hidden discount code that supporters could unlock at 19:07 (a reference to the club’s founding year). In just three days, the activation generated more than €18K in sales.

Results
The launch broke Fenerbahçe’s all-time jersey sales record, generating more than €3M in the first five days, an 87% increase over the same period the previous year. The film received 13.5M views across adidas’ social media accounts. With +71M impressions, the campaign reached more than 15.3M people.By turning shared history into the materials of the launch itself, adidas gave supporters another way to carry 120 years of belonging.