Online & Digital

Breaking the pattern with adidas GLITCH
adidas Football
Issue 44 | September 2017
Background
Start-up culture is ripe with experimentation and originality. Risk breeds creativity and these are the companies driving meaningful change in our industry.
But… If you’re a successful, well established company delivering year-on-year growth as the no.1 Football brand in Europe, how do you break with tradition and reap the benefits of change? How do you behave like a start up?
You have to break all your own rules, build a team with autonomy and give them all the confidence to experiment together with the consumer.
The brief was to launch the new GLITCH football boot, in a completely new way, to an audience of urban football players in London.
This article is for Directory subscribers only
Login
Submit Your Work
Send us your work for the next issue of Directory using our submissions form
Share
People Also Read
- Dortmund Concert Milk
Issue 21, December 2011 - If Only For A Second
Issue 30, March 2014 - DB Export Brewtroleum
Issue 36, September 2015 - DNA Discounts
Issue 50, March 2019 - No need to fly – Around the world in Germany
Issue 51, June 2019 - The Touch Tally
Issue 57, December 2020 - Time Keeper
Issue 61, December 2021