Adidas wanted to create an innovative and state-of-the art campaign for a six month on-going brand engagement campaign, initially to support a series of boot launches - Predator, Pure and F50. The campaign is to run in eleven European countries, plus UAE and South Africa.Adidas wanted to bring thought back to the product, as well as drive retail football and purchase. They also wanted to be able to push fresh content to their customers to reflect events in the footballing world, such as the European Championship.