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adidas Be The Difference

Project lead for concept development and live global implementation of a series of unique football tournaments to launch a whole new strategy and direction for adidas.


The #BeTheDifference platform enabled young, creative footballers to show the world that it’s not just about goals but individual skills and standing out.


Developed brand new game with its own rule book for tournaments with judging panel awarding Hype points for creativity, DJ battles and an enormous responsive, digital scoreboard. 


Managed toolkit development that enabled 32 local markets across the world to activate their own events using the bespoke technology.


Project managed live activations of the three key events – Berlin launch, Chelsea FC event and Marseille finale plus consultation on the Thailand, Malaysia and Vietnam events.


The Berlin launch had Zidane and Ozil participating along with the best young players in Germany. The tournament was followed by a live VIP Champions League Final screening.


The New York activation was in conjunction with the Chelsea team and FC Harlem. Five Chelsea players were at the event as judges.


The series finale was in Marseille docks, where winners from each market battled it out in front of a global audience with a hero pitch in a football village built out of shipping containers; multiple practice pitches, food stalls and PlayStation and Champions League zones.


The 15-meter LED screen was flown from a 100-tonne crane to flank the tournament pitch with DJ’s positioned over each goal. 12 of Europe’s top Champions League players were flown into the arena by helicopter to judge the tournament and play in exhibition games.


One winner was crowned from the 36 international players that competed in front of over 500 guests and 116 international media.


After the winner was announced, the after-party started with the docks of Marseille as an epic backdrop. The #BeTheDifference global series is adidas Football’s most successful and impactful campaign to date.

Client / 

adidas Europe


Agency / 

iris Worldwide


Project duration / 

7 months

Photography /

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