Our brief was to launch the new GLITCH football boot, in a completely new way, to an audience of urban football players in London.
We avoided the classic channels and decided to focus on Mobile and influencer led Social activity. Our audience was heavily into digital and social media and big on mobile usage, so we didn’t focus our efforts on the traditional media channels typical of a football boot launch.
We created a mobile product and experience that was designed, and launched without any media spend or ads, no big star player and no shops or online stores.
This is the story of GLITCH – a game changer that broke the pattern for adidas.
We built a dedicated unique eCommerce solution that was delivered purely through mobile. A mobile first app designed to reach young players where they spent most of their time – on their phones.
This app was a complex ecosystem that housed everything in the customer journey. From their first interaction with the product, through to booking and purchasing, to delivery and rewards.
The product could ONLY be bought through the app. These boots weren’t available in stores or even online. We locked the fitting and purchase functions of the app and made it invite only. With codes only available through a small community of influencers. A community that grew with every purchase.
Selling the product this way enabled the eCommerce journey to be quick, easy and seamless. Not restricted by location, opening hours, big queues or crowds, players could purchase their boots on the move and get hold of them in four hours.