To deliver an iconic launch event for the all-new X CRAZYFAST adidas boots inspired by the creative concept of ‘Speed Pays’.


We teamed up with fellow Omnicom agency TBWA\London and delivered a fast-paced two-day interactive pop-up at Brick Lane Yard in London.


Influencers, youth football teams and adiClub members were invited down to compete against one another in an interactive tech-led activation which included a series of football-focused challenges designed to put the players (and the boots!), through their paces. On the pitch, pace gets rewarded – so the faster players went, the more adidas currency they would earn.


Challenges included a sprint-off with one of football’s fastest icons and navigating a snaking dribble track, with those with the most currency and therefore sitting at the top of the leaderboard walking away with adidas merchandise and the ultimate prize – a pair of the sought-after boots.