Gen Z aren’t like other football fans. They don’t follow the rules set by generations before them. So for the 2022 World Cup, we ripped up the rulebook and used the global stage as a place to set Gen Z’s identities free with a campaign that saw us leak, not launch, adidas’ official World Cup kits. Partnering with influencers and talent from each of our markets, we hid our official shirts everywhere from manga comics in Japan to a barbershop in Argentina, and let fans discover them for themselves.

Some stats - 6.13m impressions, 347k+ social media impressions, 300% uplift in sales Vs. last World Cup.