Adidas didn’t just celebrate Jude Bellingham’s move to Real Madrid—it turned it into a cultural event with Store Twenty Two, an exclusive, high-impact experience in his hometown of Birmingham.

Honouring Jude’s iconic #22 shirt, the store opened for just 90 minutes on the 22nd day of the month, creating intense anticipation and buzz. A cryptic teaser ad in local media built intrigue, drawing fans to a pop-up experience like no other—where they got access to Real Madrid kits and an unforgettable surprise appearance from Jude himself.

The campaign wasn’t just about hype—it was about community. By engaging 40 local schools and clubs, Adidas fostered grassroots pride, proving its commitment to the next generation of footballers. With 19.5M social views and 82 media features, Adidas cemented its role as a brand that doesn’t just outfit football legends—it creates legendary moments.