A decade of work in contemporary sports, music, technology, and internet culture.
Working with some of the most innovative brands and agencies in their respective fields, leveraging expertise to drive impactful, culturally resonant strategy all the way through to execution.
Contact
1. adidas Glitch
Client : adidas Football
Agency: IRIS Worldwide
Role: Community Managment / Strategy
Date: 20/03/2022
Location: London, UK
adidas GLITCH – Transforming the Football Boot Launch with Consumer-Driven Innovation
Brief:
The adidas GLITCH® project set out to completely overhaul traditional football boot launch methods. Rather than following a standard template, we aimed to engage consumers directly, creating a campaign where London-based football enthusiasts would shape every aspect of the product’s development, from concept to rollout.
Approach:
Beginning in October 2015, we gathered a focus group of London footballers—everyday players who also identified as adidas consumers—for a series of conceptual workshops. Together, we co-created the GLITCH brand, from the name and design to the product’s service proposition, including the development of an exclusive GLITCH app.
Throughout development, we maintained a collaborative approach with regular Consumer Validation Sessions (CVS), allowing the group to test, wear, and refine prototype boots—a sharp contrast to the traditional, confidential approach to product launches. This community-first strategy extended into content creation as well, where we partnered with these local players to create authentic, user-centered media, opting for relatable content over celebrity endorsements.
The product itself was only available through the invite-only GLITCH app. Consumers in London could order a “Starter Pack,” which included a three-product offering, and receive it within just four hours. This allowed them to play in the boots the same day, with a unique option to return worn boots within 14 days for a full refund. This immersive buying experience reinforced GLITCH as a community-focused, agile initiative within adidas, embodying the ethos of a startup.
Outcome:
GLITCH revolutionized adidas’s approach to product launches, demonstrating the power of consumer co-creation and community-centered branding. The campaign garnered multiple prestigious awards, including:
- Cannes Lions:
- Media: Use of Co-Creation & User-Generated Content
- Digital Craft: User Experience Design
- Media: Excellence in Media Insights & Strategy
- Direct: Durable Goods
- PR: Social Community Building/Management
- Promo and Activation: Durable Goods
- Clio Sports Awards:
- Campaign Creative Tech Awards:
- Best Customer Experience
- Best Audience Engagement
By inviting consumers into every stage of the process, adidas GLITCH® not only built a loyal, engaged community but also set a new standard in innovative, consumer-led product launches.