Adidas: Area 19 Test Facility

Launching the world’s most iconic boot not on how it looks, but how it feels.

The COPA boot is the most recognizable leather boot in the world. It’s biggest problem? Young players don’t wear leather boots anymore.

Adidas listened, and engineered the world’s first pair of leather boots without laces, using a new technology that made the leather stretchable.

Recognizing this wasn’t your typical boot launch, we followed suit, creating the world’s first shoe launch based on feel, not how the shoe looks.

Results: 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.

Awards: Grand Clio - Experiental

Adidas Has Launching A New Football Boot Down To a Science