The mission: adidas was launching a new line of footwear, called ClimaCool featuring a 360 degree ventilation system. The main task was to create a digital brand universe targeting young people aged 13-21 with a sweet spot of 17. The solution: Abel & Baker created a new approach to digital marketing by combining typical traditional TV elements with modern flash technology. The socks have for a long time craved better shoes and the adidas ClimaCool footwear is the answer to their prayers. The website which was launched globally and translated in 12 languages has features such as Style Matters, Shoe Chooser, The Frankie Socks Show and, of course, product highlights. The project is a next generation project for Abel & Baker in terms of handling photo sessions, Flash TV-productions, and character design.