On 28 December 1895, Louis Auguste Lumiére pioneered cinema in the city of Lyon. Zip forward 117 years, and with a nod in the direction of all things movie related, adidas have produced the world’s first 3D football shirt. Yes, you read that correctly. A 3D football shirt.
The Olympique Lyonnais third kit has been specifically designed for European competition and contains imagery visible only to viewers with 3D glasses.
A new direction, this certainly opens up a number of possibilities for football related marketing in years to come. Nothing if not innovative.