adidas CrazyFast:
Speed Pays
Consumer & Culture Context | Campaign Strategy |
The Challenge
Drive brand heat and purchase of the new X CrazyFast boots with an activation that wins with the adidas core audience of young footballers during the key summer window when they’re making their boot choices ahead of a new season.
The Work
The modern game is geared for speed and the latest silo from addias, X Crazyfast is the answer to that player need. To support the global content ‘Speed, you didn’t see coming’ we needed to create an activation in the UK that drew eyes to adidas in a busy period pre-Women’s World Cup and the new domestic season, as well as getting boots on feet.
When our young footballers are researching what boots they want to wear next season, the moment they try the boots on instore is a key moment but you’re not in the right environment to truly put the boots to the test. To launch a boot made for the players where speed is everything, we needed to give them the playground to truly test the boots and show off their crazy fast skills.
We created a pop-up where all participants got to wear the X CrazyFast boots and try them out in a series of challenges from bleep tests, dribbling challenges and challenging our pacey avatar. But that wasn’t all. To reward speed, the better you did, the more rewards you could win from personalised tees to the the official Women’s World Cup ball, even the X CrazyFast boots themselves. Speed truly does pay.
The Role I Played
Provided consumer and cultural insights and developed the creative brief, provided guidance post briefing and creative strategy.
