We knew our teenage London audience were best influenced when feeling totally understood and embraced by the brands they follow.

With an existing and authentic voice in global football, we needed to bring adidas far closer to the people on the streets of London. We had to go to the heart of their territory and prove we knew exactly what they wanted from a football brand: to get their hands on the latest products, and the chance to get up close to their idols.

BaseBrixton was conceived to deliver against both these desires, while simultaneously showing that adidas was 100% in-tune with its fans. This campaign was crafted to inspire and enable London’s most passionate communities, to prove that no brand knows the city or the category better than adidas.

In doing so, adidas would become the ultimate source of entertainment and opportunity during the summer break.

We had to take this choice to the heart of the community – we couldn’t merely amplify the question through traditional media, we had to ask consumers face to face, in a place they’d feel both comfortable and inspired.

Through a unique government partnership we gained exclusive access to Pop Brixton – a new urban retail and social space designed to drive opportunity for local residents.

We then designed and built an experiential structure that could seamlessly integrate with the existing site and stitch adidas into the fabric of the city.

Over six days and nights we would give all guests (who signed up for an e-ticket at our bespoke website BaseBrixton.com) the chance to trial both Ace and X boots inside a state-of-the-art testing zone.

Next door we gave our audience a unique playing arena in which they could be scouted by elite clubs and meet their professional heroes.

Campaign results:

23,000 website hits on BaseBrixton.com

3,000+ e-tickets issued for the event

1m+ Instagram interactions in one hour (Tuesday, 11th August 2015 - Manchester United Kit Launch)

+25% brand advocacy

+5% market share

Community results:

- Partnership fees supported local businesses and enabled popular radio station ‘Reprezent’ to re-locate to a new studio within Pop Brixton

- £5,000 grant from adidas was given to support ongoing community football projects

- £10,000 of sports equipment from adidas was gifted to in-need local schools