Gen Z aren’t like other football fans. They don’t follow the rules set by generations before them. So for the 2022 World Cup, we ripped up the rulebook and used the global stage as a place to set Gen Z’s identities free with a campaign that saw us leak, not launch, adidas’ official World Cup kits. Partnering with influencers and talent from each of our markets, we hid our official shirts everywhere from manga comics in Japan to a barbershop in Argentina, and let fans discover them for themselves, before finally revealing that adidas were behind the whole thing. Our key objective was to drive search and hype, ideally over and above Nike who had more teams qualified for the finals. With 1.7X search volume than Nike and 7.6X more social mentions, the campaign more than delivered on this. The campaign garnered 6.13 million impressions, over 347 thousand social media reactions and a 300% uplift in sales from the last World Cup.