CLIENT: ADIDAS / AGENCY: WASSERMAN
ROLE: CREATIVE / ART DIRECTOR
BRIEF
RE-LAUNCH THE ICONIC ADIDAS F50 FOOTBALL BOOT OVER A 2 DAY EVENT IN PARTNERSHIP WITH UEFA CHAMPIONS LEAGUE
RESPONSE
To relaunch the F50 boot, we created F50 Industries. A modernistic tech forward approach, exploring the history and technology behind the world’s fastest boot. We transformed our event space [provided by Protein Studios] with a modern industrial aesthetic, delving into the DNA of arguably one of the most iconic football boot’s of all time. Our launch event spanned 2 days, with the second day offering an F50 wear test at Arsenal’s Emirates Stadium.
To enhance the F50 Industries, we developed new graphic elements for the launch, drawing inspiration from the contours and shapes of the boot itself, dissecting its individual elements to create a unique visual language. These graphics were used to decorate our venue from floor to ceiling wall vinyls, screen visuals and a wide range of collateral.
A bespoke light-speed tunnel transported our guests from the entrance lobby through to our main event space. Our venue included an F50 history wall, hosting some of the most memorable and sought after releases from the adidas archive. Not to mention match worn boots signed by Lionel Messi. A striking UEFA Champions League trophy display elevated the atmosphere, supported with adjacent UCL Jersey displays.
An immersive F50 locker room offered guests an exclusive look at some of adidas’ upcoming offerings. We displayed a range of brand new F50 models in custom built locker units. The units would re-fill with smoke once closed, giving each guest a unique unveiling experience. Alongside this, we offered a 3D boot fitting zone. Guests were invited to have their feet measured with a footwear specialist ahead of receiving their own pair of F50’s.
Champions League legend Zinedine Zidane spearheaded our launch moment, unveiling the brand new F50 boots via our custom built reveal pedestal. We were joined by the boot’s designer, Keith Chan, who shared insights into the design intricacies of the F50 and introduced other legendary guests Alessandro Del Piero and Djibril Cisse.
Following the launch moment, we hosted a Champions League Final watch party. Guests were invited to enjoy the entertainment as they were spoiled with a bespoke dining experience, DJ’ sets and F50 racing on a custom built scalextric track. As if that wasn’t enough, we built an adidas MakerLab inside our venue. A range of products were available for guests to customised with a selection of prints and graphics taken from our F50 toolkit.
Following the launch moment, we hosted a Champions League Final watch party. Guests were invited to enjoy the entertainment as they were spoiled with a bespoke dining experience, DJ’ sets and F50 racing on a custom built scalextric track. As if that wasn’t enough, we built an adidas MakerLab inside our venue. A range of products were available for guests to customised with a selection of prints and graphics taken from our F50 toolkit.
With the night drawing to a close, we met our guests the following morning at Arsenal’s Emirates Stadium for an F50 wear test. Social media stars and influencers took to the pitch with our guests in their new boots for a professional coaching and practice session. We rounded off the weekend with a dinner at the club’s exclusive restaurant, marking the end of a successful launch of an even more successful product.
