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adidas Force of Black

Oversaw project management for concept development and live implementation.


Brief objectives were to bring the global campaign ‘Force of Black’ to life via a brand experience, incorporating sporting asset involvement and a high-profile live activity. Event had to announce the arrival of the All Blacks in London for the World Cup, and to appeal to an urban, football loving audience, making rugby more relevant and accessible to them.


To give the ‘Force of Black’ a physical body, an imposing wind tunnel structure was created on the Southbank with moving floor, countdown clock, DJ and live video stream. Participants could take on the fearsome force of the All Blacks, challenging them to get from one end to the other to win adidas All Blacks gear.


Sporting stars including eight of the All Blacks, Stuart Broad and Ugo Monye controlled the wind tunnel speed for participants to create more drama.


To carry the live event onto social, real time video content was captured and emailed to participants to share their force facing experience socially.

Client / 

adidas UK

Agency / 

iris Worldwide

Project duration / 

3 months

Photography /

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