Edu Menezes

adidas Inevitable

Mexico City trades what it no longer wears. Club América’s new kit was launched on that one habit, and the film follows a shirt changing hands.

adidas Inevitable — posterPlay case film — sound on2:01
Client
adidas LATAM / Club América
Agency
Independent
Role
Direction · Editing
Year
2025

The brief

The kit leaked four months before launch, and a sponsorship deal already signed made moving the date forward impossible. The conversation had to be taken back rather than started.

The idea

A trade, filmed. “Fierro viejo” is the call that goes down the street for scrap, and the campaign borrowed it. Bring in any old América shirt, faded or fake or even carrying a rival’s mark, and take home a new one.
adidas Inevitable — frame 1adidas Inevitable — frame 2adidas Inevitable — frame 3

Outcome

63.6 million reach. The best-selling football item in Mexico in 2025, and the number one seller in all of Latin America in the week it launched.

Credits

Direction / Editing / Creative Leadership — Edu Menezes

Script — Pedro Rosas

Motion Design — Caio Gandolfi

Soundtrack — Bumblebeat

adidas LATAM Marketing — Felipe Savone, Alejandro Barrera