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SOLUTION

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.

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PROBLEM

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?

 

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APPROACH

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.

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PROJECT

DELIVERABLES

CREDITS