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ADIDAS X UCL ENTER THE CHAT







We transformed football legend Alessandro Del Piero into an AI-powered, adidas-infused UEFA Champions League Final match analyst — one you could literally drop into your footy WhatsApp group.

adidas asked us to find a way to re-energise Gen Z around the Champions League Final. Our research showed a shift: Gen Z doesn’t just watch the final, 94% second-screen the match, and 72% are on WhatsApp — using group chats as their live commentary box. 

So we built a new way to watch the final. Enter the Chat with Del Piero — the ultimate second-screen Champions League experience. 

Fans could add him directly into their WhatsApp groups or chat one-on-one, asking anything about the match, the players, or Champions League history.






He reacted live to the game — a first for an AI football analyst — and surprise guests dropped 
in with voice memos and live video reports. Teased product moments kept the hype rolling.

Over weeks, we taught it to respond like him — with guardrails to keep it brand-safe, even when processing 44,000 messages in 10 seconds. We trained a custom LLM on: 
  • Historic UEFA Champions League data dating back to 1996
  • adidas football archives
  • Live match input
  • Del Piero’s signature Italian flair. 

The result: a real-time, personality-driven, AI match companion designed for how Gen Z actually watches football — not on the tv, but in the chat.