ADIDAS LOOKED TO CONTINUE ITS DOMINANCE IN THE RUGBY UNIVERSE BY RELEASING ITS LIGHTEST BOOT Yet, THE RS15.
WHAT’S YOUR ADVANTAGE?
CLIENT: ADIDAS RUGBY
BRIEF: RS15 BOOT LAUNCH
IDEA: TAKE ADVANTAGE
To adidas, innovation is the vehicle to unlocking your potential as an athlete. Enhancing every player's advantage on the field, but with the game getting faster and faster, speed is the greatest advantage of all.
That's why adidas overhauled their boot range, starting with the RS15. Offering the speed and stability needed for loose-forwards to fullbacks for the first time in a single silhouette.
To bring this to life, we created a series of short films to capture advantage through the lens of the visceral levels of skill unlocked with the speed of the RS15. And who's advantage did we bring to life? Only some of the best rugby players in the world.
A MIXED-MEDIA APPROACH allowed us to capture the boot in a visceral way. A way that merge the worlds of sport and pop-culture in a way that’s never been done. Continuing our creative goal of pushing the sport forward via the product.
THE CAMPAIGN WAS SHOT ACROSS 3 DAYS IN THREE COUNTRIES , CHASING THE WORLD’S BEST IN THEIR NATURAL HABITATS; LONDON, DURBAN AND AOTEAROA.
FOR ZWIDE
As part of the boot launch, we also got to tell the story of, soon to be 2x time Rugby World Cup champion, Siya Kolisi's special edition boot that told the story of his life's journey to date. A beautiful human and pleasure it shoot it was an awesome opportunity in amongst all the camera tricks to tell such an rich human story within rugby. 
CREDITS
DIRECTORS: TOM WILSON (UK) CONNOR PRITCHARD (NZ) MEGHAN DANIELS (SA)
STILLS PHOTOGRAPHER: FRANCES CARTER
AGENCY: AUGUSTO