"Next week, adidas will launch a new nationwide integrated campaign in sports stores across Australia for its 118PRO boot.
The campaign will position adidas at the forefront of football boot technology, style and comfort, owning the retail space during this key boot-selling time of the lead-up to the FIFA World Cup. The campaign aims to leverage adidas' association with the event itself to drive the brand's local sporting credentials.
adidas tasked iris Sydney with creating a new identity for the adidas 118PRO football boot to launch the boot into adidas own retail and wholesale retail environments.
The campaign is based on the insight that there's one thing that all football codes in Australia have in common: the hard surfaces on which the sports are played. No matter what level you play at, all football pitches are like concrete. But with its EVA wedge, adiPRENE heel, and TRAXION sole, the 118PRO has been designed to protect and support the foot in these conditions. "
Creative Team: Tom Hoskins and Jon Kelly
Designer: Ronald Acevedo
Photographer: Plummer Kennedy Conspiracy, Getty
Account Team: Katie Jenks and Douglas Harakal