adidas were about to launch their newest drop of football boots. However, this product launch couldn’t just be about the boots - kids see new products pop up all over their social feeds weekly. In a market where young consumers are overloaded with new products all claiming to be the latest and greatest, the arrival of newer boots in a different colour wasn’t going to grab headlines and hearts on its own. Don’t get us wrong, the new ACE 16 range was sure to get people talking… but for us to really set pulses racing, we aimed to narrow in and expand upon the brand’s self-affirmed positioning of being not only suppliers of kit, but also suppliers of confidence. It’s here that we felt we had the chance to create something our consumers could get excited about, encouraging them to pursue their own creative identity rather than impersonate their heroes.

The campaign launched with a film featuring the world’s most expensive footballer, Paul Pogba. Initially, he appears to be the star, telling the viewer, “You will never be me”. However, he’s quickly interrupted by the voice of our young male consumer: the film’s unseen hero. We gave him the confidence and power to create for himself, playfully placing him at loggerheads with Pogba. From Pogba’s off-field swagger to on-field prowess, our consumer digitally disrupts & verbally messes with Pogba’s world and rejects the idea of imitating him. We rolled out a series of films featuring other top-tier players and football influencers, each of whom were playfully dismissed by our mouthy consumer. This ad isn’t for fans. It’s for young footballers. After all, those who create, never follow. The stars are in on the act though – “I'm me, so you be you”. BUT… you can still have their boots.