To celebrate living legend and greatest No. 10 in the history of the sport, Lionel Messi, adidas Soccer released a limited edition cleat - the Messi 10.10.
Only 100 pairs were made, all in Messi's size and exclusively sold in the US for $400 per pair.
Recognizing the release as a seminal moment, adidas Soccer asked Kamp to develop the overarching creative direction and launch strategy.
We produced all the collateral needed for a 4-day countdown on social, co-created with influencers and produced a 3-day activation that consisted of an art-installation / pop-up store and media / influencer event in NYC.
All 100 pairs sold out immediately and over 200 guests attended the event. The launch was covered by relevant major US media outlets and social influencers, creating a truly unforgettable moment in time.