See how we launched the adidas F50i boot

H+K Strategies created a partnership between adidas and social networking site Bragster to set up the F50i challenge. Hyped as ‘Jackass meets Facebook’, Bragster targets the exact demographic that adidas wanted to communicate with.

H+K Strategies utilised three of the F50i sponsored footballers (Defoe, Roman Pavlyuchenko and Ashley Young) and created six consumer challenges/dares – the crossbar challenge, the sumo suit challenge and the penalty challenge, with a call to action for consumers to beat the records they set.

The true success of this campaign is based on the volume of user generated videos uploaded to meet the challenges set out by the footballers. Over 180 videos were uploaded and the entire campaign was viewed by more than 561,000 unique users, making the campaign Bragster’s most interactive campaign in their history. The bottom line is measured on sales, with the UK retail allocation sold out within the first month of going on sale.