For the back-to-school campaign, adidas wanted

to increase awareness around its Next-Gen F50 “Reemergence” shoe pack. The challenge was to adapt

the English F50 campaign for the French market,

while introducing the essence of ‘speed’ embodied by the F50 boots. The campaign needed to engage audiences without focusing too much on product specs, but rather

on creating an absurd, fresh, and viral storytelling universe.

The creative direction should align with global F50 campaign guidelines while delivering content that feels unique to the French audience.

The key opportunity was to create a concept that could give multiple partners their own moment to shine, inspired by the previous GOOOOOAL concept, but now tailored to the F50. The campaign had to be scalable and adaptable across different markets, while staying true to adidas’ tone of breaking away from traditional football content.

By using humor, absurdity, and football cultural references, we could introduce ‘speed’ as a feeling and experience,

not just a product feature, and capture audiences’ attention in a new, fun way. Captured in our top-secret speed test center, as each player is interviewed about the F50 boots… Storytelling, humorous, and football cultural references at the core of the content. The only way they can describe them is with crazy onomatopoeic sounds of fast !

The scream of a fast jet, the roar of an F1 car, the woosh

of a rocket launch. Broadening out from just interviews, with speed rorschach tests, reactions tests.