If you were looking for somewhere to see something extraordinary last night, then your eyes should have been firmly affixed on the Allianz Arena.
Bayern Munich took Barcelona to task in the first leg of the Champions League semi-final. With a place at Wembley on the cards, the German side looked' indomitable, putting four past the Spanish side (with some questionable tactics, arguably).
But, if you could peel your eyes away from the goings-on on the field of play last night, there was something pretty interesting happening about 2-3 metres off it, too.
At bang on the 42nd minute adidas hoardings lit up the Allianz touchlines – and whilst that’s not anything particularly impressive at a Champions League tie, their content definitely raised a few eyebrows.
Several of the boards around the stadium invited fans to ‘NitroCharge their game’ – a name that isn’t a term or silo name we currently associate with the three stripes.
However, there’s no doubt that adidas have something stowed up their sleeve that they’re just allowing to creep into the limelight – why else would they put it on show if they didn’t want people to see it?
Some Footy-Boots.com staffers considered the possibility that it could be an extension of the ‘Boost’ campaign that adidas have been pushing over the last few months, but it’s positioning in a high-profile football tie would imply it’s a new football product of some sort.
adidas have already begun to ramp up their activity as we head towards what is usually their busiest month. As official partner to the Champions League, adidas have a storied history of pulling out all the stops as the Final rolls around.
Whilst we’re used to seeing black-out boots and the like, it’s rare we’ll see an advert slipped in ‘under the radar’ during a big game.
That said, adidas are no strangers to innovative advertising – their launch of the Predator LZ in 2012 was one of the most interesting and involving we’ve ever seen, and it could be they’re aiming for something a little different, too, with the NitroCharge.
We’re definitely looking forward to seeing what NitroCharge is, and what adidas are planning as we head towards it’s inevitable reveal!
Will we see more NitroCharge' ads on display when Borussia Dortmund take on Real Madrid tonight? Keep your eyes peeled and let us know if you spot any!