Entered by Homeground

adidas’ BIG ambition is to make boot launches unmissable across all Gen Z football fans’ social ecosystems, with unique content at each touchpoint. Social is a football brands’ biggest way to reach Gen-Z. But it’s not just football they’re after; it’s entertainment. As part of a larger body of work (including reactive and event coverage work), we create campaigns to activate adidas’ football talent around key product moments. In this case, we relaunched both the iconic Predator and F50 boots in the UK with social-only campaigns. Pure entertainment, pure athlete indulgence, pure Gen-Z…. with absolutely ZERO on-pitch football in sight.