For the first time in history, the beautiful game was taken to death-defying heights, with two players and a ball suspended by ropes ten stories above the ground and at a 90-degree angle to the ‘pitch’.

Not only did it receive the most amount of publicity of any advertisment in Japan in 2003, it made the front cover of the Wall Street Journal (globally) as well as major news, sports and entertainment broadcasts in more than 90 countries, earning over US$83 million dollars in free publicity.