As a global sponsor of the UEFA EURO 2016, summer was a critical time for adidas to capture fans’ attention.

The adidas Champs-Élysées flagship was central to showcasing the campaign, not only because France was the host nation but also because of its close proximity to the official Paris fan zone.

To stand out in the highly competitive industry of athletic footwear and clothing, adidas needed to create a strong relationship with its customers, bringing fans into their favourite players’ universe and giving them the chance to wear the same high quality boots.

Endorsed by some of the best football players, and understanding how passionate and engaged fans can become during high-level competitions, adidas needed a seamless in-store experience from windows to point of purchase.

Athletic footwear brands normally promote only one pair of boots at a time, however adidas chose to sell three boots at the same time, consequently, the execution had to promote both the range and each boot individually.

Each boot is designed around the specific skill set of one of the campaign’s ambassadors.

- The X16+ Purechaos, represented by Gareth Bale who is renowned for his explosive pace.

- The Ace 16+ Purecontrol with home nation star of Euro 2016, Paul Pogba, designed for maximum control.

- The Messi boot, worn by the world’s best player, Lionel Messi, built to facilitate speed and agility.