Adidas Nitrocharge - Global Launch

Nitrocharge is a boot designed for 'the engine' of the team: the high octane, box-to-box player who won’t give up. Relentless raw energy is the engine's currency. We created a global campaign across all broadcast, retail, digital and social channels that celebrates the 'winning never quits mentality of the most decisive player in modern football. For this campaign we also ventured into the world of math: together with the data gurus of Opta, a composite player type algorithm was developed to help identify #theengine in PR and on live TV.