Boss Everyone

To celebrate the arrival of the revolutionary laceless ACE 16+ PURECONTROL boot, we launched 'Boss Everyone’. ‘Boss Everyone’ rests on the attitude that you can’t stand out whilst hanging back – you need to take control of the game by getting up close to your opponents and showing them who’s the biggest BOSS. Using the power of meme culture we ignited online debate with a series of short films featuring some of football’s biggest stars and social influencers. Each film upping the ante with increasing levels of ‘BOSS-NESS’. We then invited our audience to show off their skills, celebrate their attitude - and BOSS EVERYONE. The response to the films has been overwhelming – generating massive social conversation, surpassing best performance metrics on adidas channels and driving a load of UGC from young players trying to show their idols that they’re the biggest BOSS. Key Results: • 3 months of stock sold in 7 days • 150M+ video views with zero media spend • 15M+ social interactions • 3M+ new Instagram followers