The image of Dani Olmo went around the world these weeks. He has just renewed his contract with Adidas until 2028. On that date, he will celebrate ten years with the German multinational. His relationship with the NBA allows him to enjoy a replica of an NBA court, which, according to EFE, will be transferred to Terrassa, his city.
Before winning the Euro Cup with Spain, his advertising campaign ‘Auf gehts’, in which Dani Olmo, former Leipzig player, served as the main actor and taught German to his teammates, Robin Le Normand, Lamine Yamal, Alex Remiro or Pedri was influential with 228,000 views. His entry into the Top 13 of the Ballon d’Or activated his individual relevance.
From Unique FC, the communication agency directed by Marcelo Méndez and which also takes care of the image of Leo Messi, Oblak and Alexia Putellas, among others, have designed a 360 strategy that includes the registration of the celebration of their goals in the Office of the Intellectual Property of the European Union (Euipo). The inscription of the gesture of marking the time on your wrist, dated December 11, 2024, exclusively reserves its use throughout the European Union for the next ten years.
The footballer has protected his trademarks for a wide variety of products from games and toys, including video games, sporting goods, balls and bags, to both street and sports clothing and footwear.
It has also included in the registry the markets for suitcases and briefcases, bags for sportswear, backpacks, stationery items, albums, bookbinding material, jewelry items and watches, as well as toiletries, flavorings, fragrances, lotions for hair and shaving products, among other cosmetic elements.
So far only Kylian Mbappé and Jude Bellingham have protected the branding of their goal celebrations. Dani Olmo is the first Spaniard to enter this stage.
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Dani Olmo crosses borders
The Spanish national team footballer is a renowned NBA fan. What’s more, his registered celebration comes from Damian Lillard, current player for the Milwaukee Bucks and whom he met at Christmas time thanks to an agreement with the American basketball league and the sports firm Adidas, which fits both and for this reason Dani Olmo gave Lillard some boots customized with the gesture that characterizes them.
Olmo was a star in the front row of Fiserv Forum and fulfilled one of his dreams by watching a match and his favorite player from such a privileged place.
A relationship with the NBA that was born in the middle of the coronavirus pandemic. Then, the League, through the official video game -NBA 2K-, held a tournament between athletes that Dani Olmo won.
The prize, in addition to entertaining the millions of people locked in their homes, was that the NBA committed to setting up something with its brand at Dani Olmo’s house. It was left up in the air, but the visit to Milwaukee at the end of December reactivated the machinery.
“Let’s do something together,” was the phrase that got everyone to work. The premise of the FC Barcelona footballer was that it was not something for his personal use and that it had a social significance; in his land, Terrassa. And the result was agreeing to create an NBA court in their city, with just over 222,000 inhabitants.
A project that is in full swing and that Dani Olmo’s team tells EFE they want to accelerate so that it becomes a reality as soon as possible.
Active member of the NGO Common Goal, he takes up the baton of its founder, Juan Mata and Dani Olmo, he donates 1% of his salary to projects that promote social justice and access to sport through the Cross Cultures Project Association Foundation, an initiative dedicated to stabilizing post-war communities in the Balkans in Croatia, a country where he began his sporting adventure at the age of 16.
With information from EFE.
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