The Need for Speed: Launching adidas’ XCrazyfast football boot

From Zero to Turbo. XCrazyfast's launch campaign activation.

The world is moving at a faster pace than ever before and the world of football is no exception. The beautiful game is now centered around speed and quickness to win the ball. Players must think fast and react even faster – and for that, they need game-changing performance apparel.

This is where adidas comes in. Pulling consumer’s into a world of unexpected speed from all angles, we created an impactful product launch campaign activation for the brand’s latest XCrazyfast innovation. A football boot that’s light on its feet whilst providing optimal responsiveness. To reflect its unexpected and rapid acceleration, we created a experiential retail marketing activation that was dynamic in all aspects.

At the heart of our experiential retail design lies the ‘theatre of sport’. A terrace-inspired product display with an apparel rail sitting ‘under the bleachers’. Rhythmic lighting throughout connects the retail activation and keeps the adrenaline pumping. Always in motion from every angle, our experiential marketing activation included a FIFA game zone, footwear try-ons with keepy-uppy challenges and a hero showcase, elevating the product within a trophy cabinet-inspired display. Mirroring pitch-side advertising, our creative brand communication designs wrap the in-store architecture, driving home the launch campaign messaging. Utilising lightweight materials in a crisp white, our retail activation design cuts through the noise – just like the product itself.

Putting Football in Focus: our brand campaign and activation design took over adidas’ LDN Flagship in the lead up the Women’s World Cup.
Owning the Field: our dynamic retail activation design dominated the launch zone with an adrenaline-filled atmosphere.
Playing at the highest level: Football is one of the most highly competitive sports in the world. Our product launch campaign activation amplified hype and desirability for XCrazyfast.
It's in the game: Put your reflexes and skills to the test at the in-store esports tournament. A mixed-reality, gamified product launch competition with the boots as the top prize.
You didn’t see that coming: Our brand communications design agency in London created bespoke Xbox controllers which we're raffled off when the XCrazyfast retail activation ended.

The next generation of speed in football.


Create impact with your next product launch activation

If you are looking for an experiential marketing agency in London to lead your next brand campaign and activations project, let’s talk. You can also check out other retail marketing activation designs on our work page, or take a look at our Wonder blog for all the latest consumer insights and creative innovations.

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