Core disciplines: CRM/Customer engagement, Digital, Integrated marketing, Public relations (PR)


Giving Britain a heartwarming start to its day


286% increase in KPIs within 4 weeks of a 6 month campaign

9K website views

15M+ views across Facebook, YouTube and Twitter

What started as a simple on-pack promotion became a globally shared, emotion-packed campaign that has racked up over 15M views so far

The Challenge

For years, football brands have placed the world’s most successful players on a pedestal, encouraging every young fan’s natural aspiration to be like their heroes by buying their boots. To launch adidas’ new ‘Stadium to Street’ footwear range, we created a campaign to break that convention, challenging young players to #NeverFollow and create their own path instead. 

Our Approach

Casting our consumer as our unseen hero, we gave him the confidence and power to create for himself, allowing him to verbally and visually mess with the things that traditional sports advertising celebrates. From Pogba’s off-field swagger to on-field prowess, we digitally disrupt his world and reject the idea of imitating him. After all, those who create, never follow.

This advert isn’t for young fans. It’s for young footballers.  The message from the great Paul Pogba is clear though – you’ll never be him, so be you.

BUT… you can have his boots.



15M+ views across Facebook, YouTube and Twitter

50K likes/favourites across Facebook and Twitter 

12K shares across Facebook and Twitter

90K website views

286% increase in KPIs within 4 weeks of a 6 month campaign


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