In 2016 adidas took to the pitch with a new message: First never follows.

In Turkey we told it through two clubs’ stars: Marcelo from Beşiktaş; Fernandão, Ozan Tufan and Volkan Demirel from Fenerbahçe, each in a film of his own. At Beşiktaş, Turkey’s first sports club, the message came down to one line: önce biz vardık - we were here first.