Adidas First Never Follows Mall Activation

Created by LIGHTBLUE.
For adidas Football, 2016 was the year of the creator. In this FIRST NEVER FOLLOWS
campaign, we were briefed to find out which players across the MENA region have that raw
determination to be the FIRST over everyone else.

The campaign presented two Silo packs
(Mercury and Speed of Light), which were showcased in 16 Speed Tunnel and Cage activations
over 3 months, 3 markets. Over 17,000 football enthusiasts from the UAE, KSA and Morocco tested
their skills using the Mercury and Speed of Light boots. This was narrowed down to just 30 finalists
(15 'ACE' and 15 'X'). The final involved player's testing their skills in the Cage and on the pitch, with
the ultimate ACE and X champions rising FIRST above the rest of the game.