Breaking the pattern with adidas GLITCH

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.