I was part of the design team that helped launch the adiZero F50 miCoach in the UK.
Buying new shoes can be tricky enough when you've got a few to try on, but would you pay £250 for a football boot you'd never even touched? That was the challenge put to us by adidas with the arrival of the first F50 to feature integrated miCoach technology.
With a full two weeks of pre-orders we used our own innovation, the virtual footwear wall to help launch the boot. The VFW mixed true-to-life 3D models of the final boot together with atmospheric sound, rich environments and engaging feature content to combine the power of an online experience with the emotion of the store.
Sales were over five times that of a standard boot launch and the campaign won best interactive design at the Design Week Awards 2012.
Client: Adidas
Agency: StartJG
Agency: StartJG
The F50 250
Just 250 unique pairs were loaded into the VFW's carousel, each vanishing from sale as it was purchased and granting it's owner exclusive access to an elite early owner's club. And since there was no boot to take away at the checkout, we created our own - the BrainBoot.
The BrainBoot
Matching the innovation of the real F50, we developed the BrainBoot as a unique giveaway for every member of the F50 250. Containing a pulsing LED brain of its own, each 3D printed boot synchronised with the release of new exclusive content to the 250's member portal, pulsing with light to bring eager pre-orderers back to the brand constantly as they waited for the real thing to land in store.
