Copenhagen and adidas presented a collection with the launch of a movie Football clubs are continuously innovating their collection launch strategies
After unveiling the highly anticipated adidas Originals Copenhagen collection, F.C. Copenhagen and adidas have launched the short movie IN THIS CITY. The ready-to-wear collection comes to life through a series of images set against the streets of Copenhagen, nostalgically capturing the aesthetics and cultural atmosphere of the nineties. The collection includes classic adidas Originals tracksuits, shirts and crewnecks, featuring F.C. Copenhagen’s signature dark blue.
To highlight the club’s deep connection with the vibrant cultural scene that defines the city, F.C. Copenhagen and adidas collaborated with filmmakers from Blonde Inc. to create the short movie. A movie that speaks of an era defined by bold contrasts and strong personalities. “IN THIS CITY follows the launch of Copenhagen Originals and highlights our connection to the city, its stories, its characters and its diversity,” said Mads Poulsen Jefsen, Marketing Director of the club.
The movie stars Danish musician Emil Mercedes Baadsgaard as the lead and follows the characters as they navigate uncertain paths through life. At its core, the short movie explores themes such as choice, loyalty, legacy, and delves into the friendships that shape us along life’s journey. “IN THIS CITY explores Copenhagen’s originality. It’s a tribute to the city — to those who came before us and to those who have the courage to define who they want to become. It also shows how sport can inspire authentic stories with deep cultural meaning, and leading projects like this makes us proud, especially with the support of two iconic partners. The movie also captures a feeling many of us recognize — that moment in life when we need a teammate to guide us in the right direction,” said Alfred Lauritzen, Partner & Executive Producer, Blonde Inc.
Produced by Blonde Inc., directed by Carl Feigenberg and presented in collaboration with Danish cultural magazine Soundvenue, IN THIS CITY premiered on October 8 with an exclusive screening at Park Bio, near F.C. Copenhagen’s home stadium, and has been available for streaming online since October 15 on the club’s official website.
