adidas — Parramatta Eels

To launch adidas’ partnership with the Parramatta Eels, a global brand had to earn its place in one of the proudest, most local corners of Australian sport. If it looked like adidas turning up to sell jerseys, we’d lost. If it felt like adidas belonged, we’d won.

Made For Parra is a love letter to the Blue and Gold Army. Directed by Dillon Fernando, the film casts real fans, not actors, across three everyday scenes. A 15-second Jack’s Bus teaser dropped the night before the announcement, and the film set up December’s jersey launch.