ABOUT

adidas adopt an open source strategy: grow share of market through share of trend and share of mind – traditional marketing doesn’t always reach audiences who don’t consume traditional media. adidas Glitch is a new breed of football boot which sits at the heart of the strategy. Developed in collaboration with ‘creator’ fans, it has interchangeable outer skins that can be switched up to suit your mood.

You won’t find Glitch on the High Street, it can only be bought via an app which fans were downloading but not necessarily using to purchase boots. We felt we could solve the problem by placing the app at the heart of the Glitch community and loading it with fresh reasons to engage with alongside new incentives to buy boots.

Idea
So we invited football influencers to help us co-create a new Glitch experience.

When we got them in a room something unexpected happened… they couldn’t agree. Each influencer came at football from a different perspective with their own take on footballing style, technique and attitude. Passionate creators will not always see eye-to-eye. But we went along with it - and shaped an entire campaign around a three-way philosophical split which came to life through the 3 self-named cliques: Focus, Pack and Riiisk.

We co-wrote, shot and designed content and co-created a unique visual identity for each clique. We gave the creators the keys to adidas marketing allowing them to go social to recruit peers to join the adidas Glitchfam, and attend an exclusive face-off event.

Competition was fierce but it was the shared passion for football that brought the group together.

This was co-creation at its best. Their content was ours and ours theirs. We co-created a memorable brand experience, not an advertising message, resulting in many new members joining Glitch – a brand created by the football community for the football community.