During the 2014 World Cup, Gabriel Jesus was a 16-year-old kid painting the streets of his local favela town in support of the Brazil national team. Four years on, he is leading the front line for Brazil at the 2018 World Cup -- and Adidas is paying tribute to him in its own graffiti.
In collaboration with a local street art collective and the local community, the brand created a giant mural of Jesus over 20 houses in his hometown of Jardim Peri, Brazil.
The effort is part of a global content campaign for Adidas Football by Iris Worldwide, running throughout the World Cup. It also includes a film about Egyptian player Mo Salah, emphasizing that his support base is "100 million strong" (the population of Egypt) and showing off his specially customized Adidas boot, which he's wearing for the tournament.
A third film sees a diverse range of ordinary Spanish fans -- old and young, male and female -- tell the national team how they expect them to play and how they expect them to win.
Further films in the series will go live during the tournament, and they're being promoted on social media.