Adidas New Speed of Light
Adidas has launched the new adizero F50 Messi boot with “The New Speed of Light”, a commercial featuring footballer Leo Messi in an LED suit, complete with hood and boots, along with an LED football. Hundreds of LEDs were sewn by hand into Messi’s adidas Techfit gear to reveal the secret of his genius on the pitch as well as highlight the “light in motion” design of his new boot. The film leads viewers through to the adidas e-commerce page where they can purchase the boot.
The New Speed of Light campaign was developed at Iris Worldwide, London, by creative Adam Fish, managing partner Henry Scotland, agency producer Sophie Horner, account director Simon Voxall working with adidas global brand director Thomas Van Schaik.