adidas launch their new F50i football boot this week and kick it off in epic style with one of the world’s greatest footballers Lionel Messi.
The campaign starts with a cinematic long format piece and cut-down TV commercial starring Messi as ‘The
Spark’ and introduces Zinedine Zidane as an enigmatic storyteller in the shadows who has travelled to Buenos
Aires to search out the legend that is Messi – and to discover this legend’s mystical beginnings.
“I think it is really important to see what Messi does on the pitch” says Zidane, “This film serves a
purpose”
‘The Spark’ launches on the greatest stage of all - the UEFA Champions League Final - where Messi hopes to
add to his remarkable 37 goals for this season wearing the new F50i football boots. The launch will be followed
by a cross channel roll out, including TV, across all regions from June the 6th onwards.
In the style of the graphic novel, Lionel Messi becomes ‘The Spark’, representing the F50i boot and ‘lightning
quick, game changing’ player type.
Eric Liedtke, SVP of Brand Marketing for adidas says, “We set out to do something different in how we
brought the F50i and our Every Team Needs communications program to consumers. To the football
audience a big TV spot is only a moment long, but an intriguing series of films, clues, product previews
and digital tools can sustain this consumer and entice them to engage with our product and brand and put
us in their consideration set for purchase.”
The campaign is created by adidas and their global communications partners, 180 Amsterdam and RIOT and
alongside TV the initiative features a 90 second long format film, plus multiple trailers and ongoing content
that fully evolve the initial story online. Made in a film noir style, the campaign is narrated by Zidane as the
voice for what EVERY TEAM NEEDS. The integrated campaign starts with design elements which then run
through to print, retail, digital, events, ground activation and even gaming – all created in a distinct graphic
novel style. RIOT will build up momentum around the campaign by seeding a constant flow of content online
and reacting to the hype around Messi and football this summer. The strategy is built around distribution
across adidas and consumer platforms.
“Big brand communication is back.” Says 180’s Executive Creative Director Andy Fackrell. “But now it’s not
just about one big film, but backing it up with a stream of reactive content. And with Zidane and Messi,
we have players with such gravitas it keeps not just hardcore footballers thoroughly engaged.”
This mix lives on adidas.com/football and besides the many film elements the work includes diary entries from
Zidane, daily blogs, interviews, as well as exclusive Champions League footage that showcase Messi’s talent to
highlight the launch of the newly evolved F50i boot.
The F50i is fully customizable for any playing surface. This boot’s design perfectly matches Messi’s lightening
footwork. Pioneering technologies and outstanding design make for the perfect football boot for players who
can decide a game with their brilliance and inspire their team mates.
“I’ve never felt so good in new football boots. The extremely thin shell allows me to play to my full
potential on the pitch. Perfect contact with the ball is essential for me” says an enthusiastic Lionel Messi,
who has already tested the F50i for several weeks in training.
Every team needs the spark, and the F50i boot lights up Messi’s game.
And so it begins.
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