To make fans see adidas as more than just a logo on a shirt, we gave supporters around the world a once-in-a-lifetime opportunity: to design the actual 2017/18 third kit for five of the world's biggest football clubs. The Creator Studio gave fans full creative control and saw 3m visits, with 200k unique kits designed by fans. The winning designs were chosen by the players themselves - they did have to wear them, after all.
To launch adidas' official 2018 World Cup ball - also the world's first connected football - we targeted an active, challenge-driven audience to share tricks, challenge each other and play for the most important title: social kudos. Whatever your playing field, our launch campaign put the pro football stars and young football creators on equal footing to show off their skills and attempt to one-up each other with their tricks.