adidas wanted to freshen up their approach to the latest colour way of it’s rugby boot line.
TO DO THIS we downloaded an art direction mod CALLED GREEDY GOONS TO HELP EXECUTE OUR WORLD.
AND so, UPGRADE YOUR PLAY WAS BORN
CLIENT : adidas
BRIEF : FW23 BOOT LAUNCH
IDEA : UPGRADE YOUR PLAYWith adidas Rugby, our goal has been to evolve the way rugby walks and talks as it represents a new generation of rugby players.
To do this, we brought together the worlds of gaming, rugby, and the resurgent design aesthetic of Y2K era 3D design (along with a sick, PlayStation 1 style soundtrack) we created a bold new look and way to talk about the three new boot types that you choose depending on your role in the squad or style of play.
So, with the help of the Greedy Goons team (our 3D design and animation collaborators for this job), we set out to create a bespoke rugby-meets-gaming inspired universe to tell the story of Upgrading Your Play with the new Predator, RS7 and Kakari boots.
The construct of a character selection screen
and the gaming language of equipping, modding and upgrading your weapons or skills gave us a new vernacular to communicate with.
the world was a collision of gaming and rugby which connected us through digital right, ecomm and point of sale.
UPGRADE YOUR PLAY IS ABOUT WHAT THEse NEW ADIDAS BOOTS CAN DO FOR EVERY TYPE OF PLAYER.
To continue telling this story we extended our gaming inspired rugby universe into the feeds of their followers. Creating short, bespoke content that tapped not only into the skills and personalities of each adidas partner but also the next generation of rugby players they each uniquely inspire.