The first real boots to launch inside the game first.
Launching FIFA inspired adidas boots that get your numbers up to 99 in the game and on the pitch for real.
To build the hype amongst FIFA gamers we started by hiding 99s in plain sight in top adidas players’ social feeds.
Then the boots dropped online, in stores and in the intro sequence to FIFA22.
And everything culminated in a sponsored (and heavily branded) FIFA22 tournament hosted on Twitch and viewed live by over a million people that saw pro footballer Diogo Jota (RIP) and pro gamer Tekkz take home the trophy.
Finally, we set the players who wear the boots in real life on The Road To 99 in FIFA Ultimate Team mode.
And if you actually play FIFA then maybe some of that even made some sense to you.
