Adidas has created a series of videos promoting its ‘First Never Follows’ campaign, celebrating their ambassadors and promoting their latest boots, the ‘Mercury Pack’.

The German brand dominated its competitors on social media in the build up to Euro 2016, and there seems to be no letup during the tournament.

After the huge success of their ‘Boss Everyone’ campaign for the launch of the world’s first lace-less boots, Adidas has kept on the same path with its latest videos. Using young starlets Miguel Layún, Dele Alli and Paul Pogba, Adidas celebrates its brand ambassadors for their colourful personalities and world-class talent which inspires young fans around the world.

The brand is also creating high-quality, live reaction social spots for Euro 2016, celebrating their ambassador’s achievements at the tournament. Gareth Bale’s free-kick, Ben Davies’ goal-line clearance, and Bastian Schweinsteiger’s winner last night all feature in the videos, which are posted by both the brand and players on Twitter, Instagram and Facebook.

Adidas is tournament partner to Euro 2016 with instant access to highlights, and they are capitalizing on this advantage with these brilliant videos:

The moment @BSchweinsteiger unlocked three points in Germany's first #EURO2016 match. ????????#X16 #FirstNeverFollowshttps://t.co/u4AJ9QM56Q

— adidas Football (@adidasfootball) June 12, 2016

????⚽️ #FirstNeverFollows @adidasfootball

A video posted by Gareth Bale (@garethbale11) on Jun 12, 2016 at 1:31am PDT

For my country….Cymru am byth! ❤️ @adidasUK #FirstNeverFollows #TogetherStronger

A video posted by Ben Davies (@bendavies33) on Jun 12, 2016 at 6:11am PDT