Adidas launches ‘Unlock the Game’

adidas, BBH Sport and Hill & Knowlton have officially launched “Unlock the Game”, a campaign that exists in real time across the brand’s social channels, featuring adidas players who are battling it out for their teams in the Barclays Premier League’s final weeks of the 2013/14 season.

Featuring adidas assets including Luis Suarez, David Silva, Oscar, Juan Mata, Leighton Baines and Aaron Ramsey, “Unlock the Game” has been created to support the launch of the latest adidas new boots - adizero F50, Predator, 11Pro and Nitrocharge.

For the past few weeks, “Unlock the Game” has seen adidas comment on the fortunes of the key players responsible for 'unlocking' the tightest league in memory, either with a goal, an assist, or big play, and is set to run until the season climax, where someone will finally unlock the title.

The campaign has consisted of contextual and tactical social print running before, during and after all the big games.

The campaign also comprises an online film which shows adidas’ players on the training ground and gives football fans a glimpse of the players as they hone their skills and plan how to unlock the biggest games. Check it out at Sport Industry TV.