The Need for Speed: Launching adidas’ XCrazyfast football boot
From Zero to Turbo. XCrazyfast's launch campaign activation.
The world is moving at a faster pace than ever before and the world of football is no exception. The beautiful game is now centered around speed and quickness to win the ball. Players must think fast and react even faster – and for that, they need game-changing performance apparel.
This is where adidas comes in. Pulling consumer’s into a world of unexpected speed from all angles, we created an impactful product launch campaign activation for the brand’s latest XCrazyfast innovation. A football boot that’s light on its feet whilst providing optimal responsiveness. To reflect its unexpected and rapid acceleration, we created a experiential retail marketing activation that was dynamic in all aspects.
At the heart of our experiential retail design lies the ‘theatre of sport’. A terrace-inspired product display with an apparel rail sitting ‘under the bleachers’. Rhythmic lighting throughout connects the retail activation and keeps the adrenaline pumping. Always in motion from every angle, our experiential marketing activation included a FIFA game zone, footwear try-ons with keepy-uppy challenges and a hero showcase, elevating the product within a trophy cabinet-inspired display. Mirroring pitch-side advertising, our creative brand communication designs wrap the in-store architecture, driving home the launch campaign messaging. Utilising lightweight materials in a crisp white, our retail activation design cuts through the noise – just like the product itself.
“The next generation of speed in football.”
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