LAUNCHING THE WORLD’S MOST ICONIC BOOTS NOT ON HOW THEY LOOK, BUT ON HOW THEY FEEL.
Whilst lesser football players care about the flashiest colors, fashion trends, and how their boots look.
The elite, adidas Copa player’s priority is how the boot feels. So to launch the new copa 19+ we needed an idea to demonstrate that this boot feels like nothing else.
Adidas Copa football boots are an icon of the game, so when adidas re-invented them for a new generation, our idea had to capture the imagination of the modern football world without losing site of the heritage of the brand.
INTRODUCING area 19
Area 19 is an interactive test facility, which taught participants about every feature of the new boot through a series of blacked out, sensory experiences.
At a secret location in Milan we invited 120 of the world’s leading football writers and influencers to feel their way through different sectors, each one bringing to life a different feature of the new boot through the sense of touch.
Juventus and Argentina star Paolo Dybala experiencing the ‘Rain Room’ sector of the experience.
To demonstrate the waterproof benefits of the ‘Fusion Skin’ leather we created a room which had motion sensors above the heads of participants, turning off the shower heads directly above them in real time as they walked through the installation - mimicking the benefits of staying dry in the rain the Copa 19 delivers .
In the final sector of the experience we revealed the new Copa 19 boots, with a little help from some professional stars and lead adidas designers. Giving our guests a historical journey through the history of the brand, and first hand access to those who helped re-imagine it for the modern era.
TEASING THE EVENT
To build hype for our event, we seeded a blacked out version of the new COPA’s with Juventus star Paulo Dybala in a champions league match vs Manchester United.
The event was a huge success, picking up global headlines and garnering industry acclaim. With over 123 million earned media impressions and a social reach of over 200 million the campaign reached our footballing audience in every continent of the world.