Something to keep footie fans on their toes.
Both campaigns will go live at the same time and will work in tandem to position adidas as the leader in football boot technology, style and comfort, owning the retail space during this key boot-selling time of the lead-up to the World Cup. The campaigns aim to leverage adidas’ association with the event itself and leading athletes to drive the brand’s sporting credentials.
118 Pro
Through iris, adidas has created a new identity for the adidas 118 Pro football boot to launch at adidas retail and wholesale retail environments.
The campaign features retail and outdoor elements. Football in Australia, have one thing in common: No matter what level you play at, all football pitches are like concrete. Revolving around the idea, the campaign shows the EVA wedge, adiPRENE heel, and TRAXION sole, the 118 Pro designed to protect and support the foot in these conditions.
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The creative execution features powerful imagery that shows Aussie football pitches replaced with rock-hard surfaces and illustrates how the boot has been purpose-built for Australian conditions. In-store, POS materials execute the idea.
Predator X
As the boot of choice for many professionals, iris’ campaign features globally-renowned football players Steven Gerrard of Liverpool and Tim Cahill of Everton.
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Steven Gerrard
< height="384" width="372" alt="" src="/global//UserFiles/cahill. " /> Tim Cahill
The campaign carries the strapline “Every Team Needs The Gladiator”.The second campaign revolves around adidas’ most premium and elite boot range – the Predator. A compelling range of in-store POS materials has been created to inspire its target audience of 14-34 year-old, A-class males to try the new Predator X boot. The Predator X is now in its 10th generation.
adobo magazine. The Word in Advertising.
