We discovered a deeper truth about today’s footballer: they are illusionists that can steal the time and space to create or finish by ghosting their defender. At their most brilliant, they are like a phantom. We created an underground movement to awake the phantom in cities around the world. We crafted the insight and opportunity, named the boot and defined the launch experience.
How do we name this new boot based on true insight into today’s game and the boot’s core attributes: instinctiveness, precision and unpredictability? How do we launch this new boot?
We immersed ourselves with footballers in key cities to understand the future footballer emerging from the shadows to lead this next era of brilliant football.