Adidas: U.S. World Cup ‘Imagination’

In 2017 US Soccer faced heartbreak—failing to qualify for the World Cup for the first time since 1986.

This failure highlighted a bigger problem, the way the US views the beautiful game is outdated and elitist. Unlike their competitors, U.S. players believe that grass and turf are the only surfaces they should play on.

So we proposed a different perspective to the future stars of the sport — to reframe the urban environment around them as a perfect place to practice and train, and rank something even higher than winning — creativity. Only then will we return to the world’s biggest stage.

Our scrappy $400K spot outperformed the adidas global world cup spot. 😏