The Brief

Iconic sportswear powerhouse, adidas, needs no introduction, and with the launch of the Urban Football Boot, specifically designed for the cage and the streets, adidas South Africa collaborated with BWA to craft an authentic campaign in support of their global “from stadium to street” movement.

National Campaign

adidas South Africa collaborated with BWA to craft an authentic campaign in support of their global “from stadium to street” movement.

Braamfontein

Old Railway Station

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Attendance 500
Date 16 November
Attendance Attendance
Woodstock

Mason’s Press

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Attendance 123 234 235
Date 16 November
Attendance Attendance
Braamfontein

Old Railway Station

Donec gravida posuere arcu. Nulla facilisi. Phasellus imperdiet. Vestibulum at metus. Integer euismod. Nullam placerat rhoncus sapien.

Nullam placerat rhoncus sapien.

Attendance 500
Date 16 November
Attendance Attendance
Woodstock

Mason’s Press

Donec gravida posuere arcu. Nulla facilisi. Phasellus imperdiet. Vestibulum at metus. Integer euismod.

Nullam placerat rhoncus sapien.

Attendance 123 234 235
Date 16 November
Attendance Attendance

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

We partnered with Fives Futbol, who offer state-of-the-art, all weather, floodlit facilities for football-lovers across the country,, to host an event that would bring people of all ages and backgrounds together around soccer, local music, dance, and art, while creating maximum awareness around the new adidas street soccer boot

The Campaign

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.

The Events

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 Youngsta CPT, 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

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Instagram Impressions

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Twitter Impressions

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Facebook Impressions

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Digital and print PR value

CPT

Sold Out

JHB

Over 350 Attendees

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