An ‘Unfair' thematic football tournament to generate buzz for the new predator boot

How we delivered 5-star experiences to 6K+ young football enthusiasts from 3 metro cities and garnered 10K+ digital impressions


A grand Unfair tournament to give 5-star experiences to young football enthusiasts, powered by focused digital amplification

We created a knock-out 5v5 football tournament in 3 metros revolving around the ‘Play Unfair’ theme as well as ‘Unfair’ game rules. The tournament was used as a medium to showcase the boot to its core TG, highlighting the nuances of the boot and its relevance.

Target Audience: Under 14 kids to Under 21 youth from A and A+, B+ schools & colleges (Also included Under 12 kids and 21+ adults in the Open Category)

Focus Cities: 3 metros - Delhi, Bangalore and Mumbai

1. Pre-event: Online/offline registration drive followed by team/category formation
2. Event:

  • Games executed with special Unfair rules
  • Unfair theme embedded across the venue
  • Four experience zones at the venue for players and visitors with exciting challenges: ‘The Unfair Free Kick Challenge’, ‘The Unfair Control Challenge’, ‘The Mutator Zone’ & ‘The Lock challenge’
  • Adidas ambassadors Robin Singh, Rowlin Borges & Eugeneson Lyngdoh were present at different venues to cheer participants
  • Unfair trophies awarded to winning teams
Generated the desired buzz in the football fraternity for the newly launched boots


Engaged 6K+ young footballers in 800 teams across 3 metros

Approx. 10k+ digital impressions through #PlayUnfair

The Adidas loyalty gets a boost