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The Brief

Fives Futbol and Iconic sportswear powerhouse Adidas needs no introduction. Fives Futbol and Adidas South Africa collaborated with Black Wolf Agency in order to create a national integrated campaign, that launched an urban football boot specifically designed for the cage and the streets.

National Campaign

In support of Adidas’ global ‘from stadium to street’ movement, we were asked to work with Adidas SA and craft an authentic national integrated campaign based around an event.

Braamfontein

Old Railway Station

Nullam placerat rhoncus sapien.

Attendance 500
Date 16 November
Attendance Attendance
Woodstock

Mason’s Press

Nullam placerat rhoncus sapien.

Attendance 350
Date 16 November
Attendance Attendance
Braamfontein

Old Railway Station

Nullam placerat rhoncus sapien.

Attendance 500
Date 16 November
Attendance Attendance
Woodstock

Mason’s Press

Nullam placerat rhoncus sapien.

Attendance 350
Date 16 November
Attendance Attendance
Overview

As South Africa’s most popular sport, we wanted to highlight the growing urban street football scene, that has transformed national street culture, by connecting football-lovers to a brand that shares the same passion for a sport that crosses all boundaries.

In order to create maximum awareness around the new Adidas street football boot, we chartered a course to host an event that would bring people of all ages and backgrounds together around football, local music, dance and art. To bring this vision to life, we partnered with the popular Fives Futbol, who offer state-of-the-art, all-weather and floodlit facilities for football-lovers across the country.

What we did

We created a campaign around the theme of “F@#k What They Say” to appeal to everyone, from artists and musicians to athletes and marketers, to emphasise the importance of self-belief and redefining the rules. By appealing to the audience who have journeyed through self-expression and determination, the campaign resonated with anyone wanting to leave their mark in their community and the world at large.

Alongside YoungstaCPT was fellow musician and host Chad Saaiman, who made sure to keep the crowds entertained throughout the main event, which followed 35 five-aside soccer teams who battled it out for the ultimate final round – a steel-cage match.

With this idea we planned and hosted a Fives Street Popup event in Cape Town and Johannesburg, with an unknown location revealed on the night. The event was emceed by Fives Futbol ambassador and globally recognised musician YoungstaCPT, who was a prominent face and true representation of the individual who defies the norm and continues to break the mould of traditional artistic expression.

The hype continued with breakdance competitions judged and organised by Bboy The Curse, soccer freestyle battles by Cape Town Freestyle, graffiti art by Doce Prefix66 and others, as well as a PS4 Pro Evolution Soccer 2016 tournament hosted by PlayStation South Africa.

How we did it

To promote the exciting football campaign that brought soccer back to its roots, we chose to reach our audience via social media with custom photography and videography promoted on various digital channels. We launched a series of carefully targeted posts with our custom media on Facebook and Twitter to drive awareness about the new Adidas street footwear launch as well as the live event.

By collaborating with a number of highly influential names and faces, such as Fives Futbol ambassador YoungstaCPT , as well as a number of other media partners influential in sport, art, and street culture, the campaign message was driven home, and had a massive reach.

To promote the exciting football campaign that brought soccer back to its roots, we chose to reach our audience via social media with custom photography and videography promoted on various digital channels. We launched a series of carefully targeted posts with our custom media on Facebook and Twitter to drive awareness about the new Adidas street footwear launch as well as the live event.

Results

K

Instagram Impressions

K

Twitter Impressions

K

Facebook Impressions

K

Digital and Print PR value

CPT

500 Attendees

JHB

Over 350 Attendees

Ruffle Feathers

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