By Seb Joseph

Adidas’ carefully crafted reveal of Paul Pogba’s switch to Manchester United has been praised by many but what did it actually do for the brand? New data reveals the secrets behind its social success.

It’s hailed as the first transfer to play out over social media, with everyone from Pogba’s agent to rapper Stormzy playing a part in teasing what quickly became football’s worst secret. When the switch was finally announced on Tuesday (9 August), excitement was at fever pitch and analysis from Burst Insights spotlights where and how Adidas was able to benefit from it all.

Much of the Read full story ›

Source: The Drum