adidas has kicked off a new a viral campaign, which is focused on ‘boot kidnapping.’ In mid-December, a ‘thief’ stole a bunch of sport shoes adizero from the ‘temple’ of the brand, its HQ in Germany, and took them to some secret location. Now, adidas and several sport celebrities are asking public to help them find the poor shoes to literally save them from shoe death (the fast sneakers just can’t be stored in gritty basements).

On January 5, the criminal posted a video, which finishes with a message ‘Find Them Fast,’ which is written in black and blood-red letters on a dirty grayish wall in some abandoned building with dim lights (in the style of those basements, where kidnapped people are usually kept tied up until the criminals are given the money they want or get arrested). This footwear is definitely not something adidas and athletes can do without since it was supposed to help the sport stars, indluding football player Lionel Messi, runner Jessica Ennis, rugby player Ma’a Nonu, and tennisist Ana Ivanovic, win the upcoming international competitions. That’s why both the athletic gear brand and celebrities are asking to assist in finding the shoes as soon as possible, or else something really bad can happen.

Image Courtesy: adidas Facebook page, Jessica Ennis’ ‘stolen’ adizero shoes

adidas is encouraging its fans to follow its social media profiles to be among the first to read clues and tips to spot the missing sneakers. On Friday, its Facebook fan page featured a post with a link to Google Maps page featuring an interactive map of the place where the shoes can be ‘caught’. Ten of the brand’s FB friends could win a signed pair of adizeros in London and get to meet Jess. The only thing they had to do was to be among those ten people who would come to the store and say ‘All Light All Fast’ on Sunday, January 9. The brand will keep on posting the similar messages to its Facebook and Twitter feeds for fans in different cities around the globe to be able to win a pair of light and fast adizeros.