BITE Insight

The launch of adidas’ latest GLITCH football boot had all the expected ingredients: a famous face, a crowd of adoring fans and a unique setting. Only this location was far from the football pitch.

Adidas Football and Iris took GLITCH off the pitch and into the place that adidas’ core audience of 14-19-year-old, football playing Londoners, associate with post-match rewards: a takeaway shop. The campaign placed the brand within the wider world of their audience’s consumption, blending sport with food and music.

On the day of the launch, fans were challenged to race to the secret venue to be in with the chance of winning a new Prep Pack, the world’s first ever interchangeable boots. The revamped takeaway shop was an exclusive experience, complete with bespoke signage, uniforms, food boxes, napkins and menus.

Along with giving away free boots, the posts in the lead up to the event encouraged the brand’s audience to download the GLITCH app. The campaign reached this audience right where they already were, on their phones, playing football and enjoying a takeaway.