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#FastestFollower
After the success of the XGhosted campaign, we were tasked with launching the next boot in the adidas X range. The new X Speedflow boots were created in collaboration with some of the fastest players in the game:
Mohamed Salah, Serge Gnabry, Vivianne Miedema, Karim Benzema, Lindsey Horan, Son Heung-min, Scott McTominay, João Félix, Andreia Faria and… Leo Messi.
Using the latest textile technologies, the boots enhanced the games of those who play as fast with their mind, as they do with their feet.
We created @XSpeedflow. A custom-built Twitter account (the first of its kind) only the fastest could follow. Competitors kept an eye on a livestream that acted as a starter gun, signalling the moment @XSpeedflow was open and kicking off a European wide race between 9 million competitors to hit the 'follow' button, and win the boots.
How it worked:
Note: the tech is no longer live.
Only the fastest can follow the new @XSpeedflow
— adidas Football (@adidasfootball) August 19, 2021
Account open daily for 1 fast follower 💨
When your mental and physical speed click, you’ll unlock a whole new state of speed 👀
Live stream dropping soon ⏱️ pic.twitter.com/MBPrrdaVgG
Be the fastest to follow @XSpeedflow when the live stream reveals it’s OPEN 💨 and see what you could unlock when you master the art of speedfullness 👀
— adidas Football (@adidasfootball) August 23, 2021
We’ll share your result instantly and the fastest will celebrated here ⬇️https://t.co/aFrqSmgVtj
Just 1 person a day would be able to follow - the fastest.
All other players were automatically sent a personalised reply after hitting ‘follow’, explaining that this time, they just weren’t fast enough. This was a unique functionality built exclusively for this campaign that had never been done before on the platform.
@SeanBonee That was fast. But not fast enough.
— adidas Football (@adidasfootball) August 24, 2021
You’ll have another chance to follow @XSpeedflow tomorrow ⏱️
Only the fastest can see what's unlocked when you master the art of speedfulness 👀 pic.twitter.com/vc1pKCCMld
The winner’s name and follow time was instantly celebrated as they were made an official follower of the account, granting them secret VIP access to the content inside.
Welcome to Speedfullness @joe_hale 👏
— adidas Football (@adidasfootball) August 24, 2021
You followed fastest with a time of 00.00.45 💨
Now only YOU know what happens when a whole new state of speed is unlocked @XSpeedflow 👀
Come back to @adidasFootball tomorrow for another chance to play ⏩https://t.co/4Hlq5XpiqG
Each winner earned a personalised message from a top football player who meant something to them. This included Gigi Windaldum for our winning Liverpool fan, Achraf Hakimi for our winner in Paris and Joao Felix for the fastest from Spain. Each of them signed and sent a pair of X Speedflow boots to the winner.
Welcome to Speedfullness @gatuconbotes 👏
— adidas Football (@adidasfootball) August 25, 2021
You followed fastest with a time of 00.00.10 💨
Now only YOU know what happens when a whole new state of speed is unlocked @XSpeedflow 👀
Come back to @adidasFootball tomorrow for another chance to play ⏩https://t.co/h7VSr2rMqX
OMG! Thank you so much!! I can’t DM you but if you reach out to me I’ll send you the details you need.
— James Cooper (@hescooper31) August 23, 2021
Of course, I’ll be sure to stick around to see the other lucky winners!
I really appreciate this, I love Adidas!
