Client — ADIDAS
Role — Art Director / Creative
Agency — Wasserman
To celebrate the return of the iconic adidas F50, we were tasked with creating an immersive launch experience for one of football’s most legendary boots. Hosted at Protein Studios in London, we transformed the venue into a bold, industrial-inspired space designed to explore the speed, science and DNA behind the world’s fastest football boot.
As lead Creative / Art Director, I was responsible for the overall visual direction, art direction and design support across the full experience.
As lead Creative / Art Director, I was responsible for the overall visual direction, art direction and design support across the full experience.
Working with the boot pre-release, we deconstructed its materials, textures and branding elements to build a bespoke graphic toolkit — forming the visual language that carried through the entire event.
Guests entered through an immersive light-speed tunnel built with over 200 controllable tube lights, alongside a futuristic 3D boot fitting experience ahead of the exclusive wear test. Inside, we created a bespoke F50 history wall using rare pieces from the adidas archive, including iconic boots and signed editions, celebrating the legacy of the silhouette.
The space also featured custom dining, live DJs, a UCL trophy moment, and an adidas F50 Maker Lab where guests could create personalised apparel using our custom graphics.
At the centre of the experience was the main stage, built for the official launch moment and UCL Final viewing. With appearances from Keith Chan, Djibril Cissé and a special reveal from Zinedine Zidane, the new F50 colourway was unveiled in front of invited guests before Day 2 moved to an exclusive wear test at Emirates Stadium.
A full-circle project bringing product storytelling, culture and football together at scale.
As guests arrived at Protein on Day 1, they were checked-in by staff in the lobby before being guided towards one of two directions. Option 1, to enter our space through our light-speed tunnel. An immediate, immersive experience upon arrival, created using over 200 controllable tube lights - designed to give guests the impression of altered time. Option 2, to begin their experience with a futuristic 3D boot fitting system. Our 3D Boot Fitting was tailored to provide guests with a personal, non-retail process ensuring they receive the correct size for the wear test the following day.
Once inside the venue hall, adjacent to our light-speed tunnel, we provided guests with some F50 History with our bespoke display wall. The design was simplistic, leaning on our industrial environment whilst providing brand history and iconic F50 boot moments applied using our graphic toolkit. We were given unprecedented access to adidas historic archive - allowing me to hand select each boot displayed on the wall. From hand-signed golden F50's by Messi, to some of the earliest F50 developments. This display was a real show stopper, static in appearance, yet monumental in it's offering.
Other touchpoint's inside our venue included bespoke dining, with guests adding flavour to their own snacks. Live DJ's kept the atmosphere flowing whilst guests where provided with photo opportunities alongside the UCL Final Trophy. To give our guests something unique to take away with them, we created an adidas F50 Maker Lab, a customised t-shirt printing station. We produced a range of t-shirt transfers using our graphic toolkit for guests to apply to adidas blank garments.
Other touchpoint's inside our venue included bespoke dining, with guests adding flavour to their own snacks. Live DJ's kept the atmosphere flowing whilst guests where provided with photo opportunities alongside the UCL Final Trophy. To give our guests something unique to take away with them, we created an adidas F50 Maker Lab, a customised t-shirt printing station. We produced a range of t-shirt transfers using our graphic toolkit for guests to apply to adidas blank garments.
The centre piece of our space at Protein Studio's was the bespoke stage, designed to give our guests the ultimate UCL Final viewing experience. We utilized the stage for our launch moment, as guest hosts such as F50 boot design Keith Chan and UCL Winner Djibril Cisse delivered historic stories and professional insight of the iconic F50 boot. Our launch moment was defined by our special guest, none other than Zinedine Zidane. We provided a motorised plinth for the stage which revealed the F50 boot as Zidane introduced the brand new colour way to our audience.
Day 2 invited guests to attend an exclusive wear test at Arsenal’s Emirates Stadium. Influencers, professional coaches and special guests came together on the pitch for a summer time shake down, putting the new F50 boots to the test. Followed by bespoke dining at the stadium, we went to every effort to ensure our guests left our launch feeling energised, replenished, and ready to show the world what the F50 is capable of.
