By having Adidas_1 among the books, the agency reinforced the concept of the intelligent tennis, astonishing and conquering consumers for such innovative use of media, pertinent and witty, intelligent.

Although it is just the beginning, it is already possible to realise the impact of action: sales people from book shops talk about their clients' praise to the action. And some of them even ask if the tennis can be bought there, in the book shops.