Ad Campaigns
Adidas and Real Madrid launch retro-inspired adicolor collection
Mumbai: In an exciting collaboration, Adidas and Real Madrid have unveiled a fresh take on the club’s iconic retro styles with the launch of the adicolor collection. Available now, this new line combines a vintage 70-80s aesthetic with modern design elements, offering a perfect blend of nostalgia and innovation.
The collection features sleek tracksuits, stylish tees, and more, all crafted from high-quality pique material for maximum comfort and durability. The standout pieces include a slim-fit track top, adorned with adidas’ signature three stripes tape along the shoulders and a ribbed collar. Practical yet stylish, the top features zipped side pockets, along with a flock-printed Trefoil logo and the Real Madrid club crest on the chest. Pairing perfectly with the track top, the slim-fit track pants echo the same tailored design, with the iconic 3-Stripes running down each leg. For a more casual look, the collection also offers a slim-fit crew neck tee, complete with short sleeves, three stripes detailing, and a flock-printed crest.
Embodying the elegance and rich history of Real Madrid, the collection shines in a regal cream and lilac colourway. Inspired by the club’s storied legacy, the items incorporate 80s-style ‘Real Madrid’ lettering, paying homage to the team’s past while embracing a fresh, modern edge. The new design also subtly reimagines the classic club crest, merging vintage aesthetics with contemporary minimalism to create an iconic look that appeals to fans of all generations.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
