Prior to the World Cup 2014, adidas launched the battle pack cleats. Three different boots with three different purposes: speed, control and energy. To bring these qualities to life, we created a digital experience that let high school soccer stars identify with an adidas athlete that plays the game the way they do. 


The digital activation centered on the Crest Creator, which gave users the ability to create a custom adidas emblem with their name, school color, icon and statement representing them as a player. They could then share the emblem through social media. 


Agency: Archrival

Role: CD, AD

Design: Will Buller