#FastestFollower
adidas were launching the new X Speedflow boots, the fastest boots ever made, and 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.