CHALLENGE:
To generate desire and excitement around of the launch of their X20 boot, adidas asked us to create a dynamic retail experience that would drive full price sellout.
The overarching goal was to establish X as the fastest boot in the market for football creators, demonstrating that the X20 boot provides next level speed and is faster than everything that has gone before—allowing wearers to ‘ghost’ their opponents.
Not only did we have to make X20 appear physically and digitally unmissable, we also had to elevate adidas’ unique ‘Carbitex’ technology and make it famous, while simultaneously driving footfall and promoting mass engagement.
