adidas X Speedflow: Redefining Speed

Role: Concept Creator, Creative Director, and Music Producer
Agency: The Marketing Store

In July 2021, adidas launched a revolution in football boot design: the X Speedflow. This wasn’t just about a faster boot; it was about speedfulness—the perfect synchronicity between mind and body, enabling players to think as fast as they run. The Marketing Store was appointed as the lead global creative agency to develop the strategy and creative concept that would resonate with Gen Z and drive global sales.

To bring this concept to life, we created a series of films and a groundbreaking virtual launch event—the first-ever live broadcast on adidas.com. The experience was designed to be a continuous exploration of speedfulness, tapping into the minds of the world’s fastest players, from Lionel Messi to Karim Benzema, and culminating in a surreal, immersive dive into the mind of the G.O.A.T. himself—Messi.

Highlights of the X Speedflow Launch:

• Concept: Shifted the focus from physical speed to mental agility, creating the concept of speedfulness as a new standard of athleticism.
• Live Virtual Event: Hosted on adidas.com, the event introduced the world to speedfulness in real-time, connecting with viewers on a global scale.
• Athlete Integration: Featured adidas’ strongest roster of elite players, capturing the essence of speed and innovation across multiple perspectives.
• Music Production: Crafted a sonic journey to match the intensity and rhythm of speedfulness, reinforcing the emotional impact of the launch.

Director: Erwin van den IJssel, The Panics

The campaign set a new benchmark for digital-first product launches and reached a global audience, making X Speedflow one of the most talked-about boot releases of the year.