Unleash Defeat

Adidas’s new boots will help you dominate on the field. But first, you’ve got to get into them. So we turned this simple action into a global social campaign showing all the weird and wonderful ways the players slip into the boots before the game.

Starting with the All Blacks, we then invited some of the world’s best rugby players from England, France, Wales and South Africa to join in, sparking fans the world over to create their own #unleashdefeat moments.

After just a few weeks, we unleashed Adidas rugby’s highest performing social media content. Ever.

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Awww… look at that, we're besties already.