The philosophy of speed with the culture of Football
To launch the new Mercurial boot we told the story of speed and football culture and how the Mercurial epitomises the combination of these two elements.
To showcase these elements we created an experience of education and inspiration for the attendees and also the fans watching on. The result was an event space filled with rich visual storytelling of speed and football, centred around the heart of the Mercurial shoe.
House of Speed
Creating this experience in the heart of Italy, we instigated conversations around the new Mercurial - it’s impact on the sport, it’s rich heritage and culture and it’s roots in Milan. We were able to showcase the full story and allow guests to experience first hand the full potential of the shoe. From having your own bespoke Mercurial made through to being able to race against Cristiano Ronaldo, we were able to create a relationship based on reverence for football and it’s icons, both players and shoes alike. Strengthening their brand mission “To bring inspiration and innovation to every athlete”.
Everyone can be an Athlete
All activations in the House of Speed gave the consumers the chance to try the product on and become an athlete of their own. Photo-booths, 5 a side football pitches and a digital shareable where you could see if you were as fast as Ronaldo were created around the central installation - a visual representation of the system of speed kit.