FUELING THE SPARK.

For the Spark to really ignite, adidas’ presence needed to be felt in all the right places. We approached influential football bloggers and initiated a content-sharing partnership, so before the full film was revealed, teaser films and snapshots of a torn poster were disturbed to the bloggers.

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To support the build up, adidas made Facebook pages, hosting links about the boots, interesting films and asking questions of their fans.

Once the full film was launched, adidas bought takeovers of YouTube (UK, France and Spain) that played the full film in widescreen on the homepage. There’s also been numerous of exclusive behind-the-scenes and on-the-ground films, added to YouTube and Facebook daily. Go to adidas.com to see more.