To launch adidas Nitrocharge, a completely new silo of football boots to join Predator, f50 and 11Pro on the market, a comprehensive, internationally integrated campaign has been developed. The technology in this boot returns your energy. The more you put in, the more you get back. When you give it all, you get it all.

A new player type has been identified using an Opta certified algorithm. This player type is called 'The Engine'.

The player who is always on; the one with relentless energy. He who runs more, tracks back more and never gives up. The engine is the real MVP, the player that makes others shine.

The campaign aimed to put this unsung hero in the spotlight and challenged footballing youth with the same 'winning never quits' mentality to Nitrocharge their game. Like Dani Alves is Nitrocharging FC Barcelona's game and Daniele de Rossi Nitrocharges AS Roma's.

Before the launch, we partnered with sports statisticians Opta to prove the impact of 'The Engine' player through an algorithm. The algorithm teased information about the origins of the boot and sparked a conversation about #theengine amongst football media and consumers.

5 second clips across social media led to the release of the 60' film on the adidas Football YouTube channel, Facebook, Twitter and Tumblr pages. The film then went global on TV during the 2013 UEFA Champions League Final, supported by stadium boards, print, spectacular OOH and digital bannering.

An interactive digital platform allowed kids to experience what it's like to be the engine and find out whether they also have the winning never quits mentality.

Local activations were rolled out for the global search for Engine players. Winners travelled to Rio to participate in the Energy Pitch game during the 2013 Confederations Cup.

'The engine' was successfully established as the most valuable player in modern football. #theengine has landed in various sports media. Pundits and so-called specialists more and more talk about the driving force behind the showboaters that were once regarded MVP until now. The data from the algorithm pushed the social conversation. #theengine combined with #nitrocharge was tweeted over 36,000 times, resulting in 564million page views.

In the first week of launch, the film amassed over 5.1M hits on YouTube resulting in over 10M views globally.

adidas Nitrocharge achieved sales sell through for the Fall/Winter launch and was the fastest selling adidas Football boot in company history.