adidas X CRAZYFAST LAUNCH
CREATIVE STRATEGY
MAY - AUG 2023
THE CHALLENGE
adidas needed to drive brand heat and purchase consideration for the new X Crazyfast boots during the summer pre-season window, when young footballers were choosing boots for the new season.
THE STRATEGIC MOVE
Create an experience that allows young players to properly test a boot built for speed, turning product trial into a competitive and shareable football moment.
The Work
The strategic insight was that players often try boots in-store, but that environment does not let them properly test speed, movement or performance.
To launch a boot made for players where speed is everything, the creative response was a pop-up experience where participants could wear the boots and take on a series of speed-led football challenges.
The better they performed, the more rewards they could win, from personalised tees to the official Women’s World Cup ball and the X Crazyfast boots themselves.
THE OUTPUT
Created a product-led activation idea that turned boot trial into a live test of speed, skill and performance.
THE ROLE I PLAYED
Developed the consumer insight, cultural context and creative brief, then supported creative development through to the final activation strategy.
