Cannes Lions

Creating New Speed

72ANDSUNNY, Los Angeles / ADIDAS / 2017

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Want speed? Catch rabbits.

A group of young football players from the everglades in Muck City, Florida show us an inventive training technique from their community.

When the sugarcane fields are set on fire, the youth march into the smoke to chase rabbits. But catching one of these lightning quick creatures requires speed, acceleration, angles and instantaneous reflexes — all the tools necessary to become the next big thing in the NFL.

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