FIRST NEVER FOLLOWS
Adidas has launched its new range of boots, the Mercury Pack, with a global campaign that celebrates the drive to be number one. Launched online last Friday, 20 May 2016, the campaign art direction was created by global retail and brand consultancy FITCH, working with adidas-football.
The visuals feature explosive, energetic shots of leading global players, including Lionel Messi, Gareth Bale, Mesut Özil and Paul Pogba, capturing the energy and attitude that comes from being first. Product shots showcase the boots emerging in a silvery shimmer from a sea of mercury.