We gave Gen-Z the keys to the adidas marketing machine.
Traditional football boot advertising doesn't reach young audiences, so we invited football influencers to create their own.
When we collaborated, the unexpected happened – they disagreed. Everyone had an opposing opinion on street football. Embracing the rift, we built three cliques: Focus, The Pack and Riiisk, and co-created content to draw in new audiences based on their footballing beef.
Traditional football boot advertising doesn't reach young audiences, so we invited football influencers to create their own.
When we collaborated, the unexpected happened – they disagreed. Everyone had an opposing opinion on street football. Embracing the rift, we built three cliques: Focus, The Pack and Riiisk, and co-created content to draw in new audiences based on their footballing beef.
D&AD Pencil, Double Creativepool Winner
Focus, Pack and Riiisk – the 3 cliques.
Co-creation at its best – a Gen-Z brand experience, not an advertising message
New ways to buy boots and new followers for creators.
Visual identities for each clique.
Fiery content by the community reached and grew target audiences – and boosted sales.
Created by the football community for the football community.
Role: ECD
