Breaking the internet with adidas and a GOAT

adidas wanted to make an explosive impact during the 2018 FIFA World Cup. But how do you do so during one of the most competitive moments in the media, when every brand is trying to stand out and make an impact? By making an unmissable and provocative statement in pop culture. 

H+K and adidas set the internet on fire, publishing an iconic portrait immortalizing adidas’ lead player, Leo Messi, as the greatest of all time (G.O.A.T). To land such a cultural moment of impact adidas partnered with Paper magazine, famous for making unmissable statements in popular culture.

We knew every football fan around the world would have an opinion, prompting unprecedented levels of commenting and social sharing. 

This campaign was an H+K production from conception to execution, with each element planned to send shockwaves through the world of football.  

Sector: Sports
Specialist expertise: Content + Publishing Strategy
Office: London