Yesterday, on May 11, Adidas launched a new advertising campaign dedicated to one of the most awaited sport events of the year, World Cup, and the launch of its new boot, the F50 adiZero, in Barcelona. The ad “Fast Vs Fast”, featuring David Villa, Lionel Messi and Zinedine Zidane, was unveiled on the Facebook page of the brand.

Nick Craggs UK marketing director at Adidas, commented, “We needed a special way to launch the lightest, most technologically advanced boot ever made and the graphic novel with its world of superheroes really lets us showcase the genre defining F50 adiZero.”

The spot created by 180 Amsterdam and Riot features Zidane driving a fast car, while Argentinean footballers are playing a match against a Spanish team. On the pitch the players are demonstrating extraordinary skills, and ultimately in this sport heat Messi and Villa both score. The voice-over says, “Speed meets speed. And the Gods will decide”, then a text “The lightest, the fastest” pops up. Adidas, which is one of the official sponsors of the upcoming championship, will put its spot on TV right before the launch of the World Cup, which is slated for June 11.

In the end of the video viewers are invited to the Facebook page, where the campaign “50 Days of Fast” is rolling out. The project features football stars including Kaka, Simão Sabrosa, Yoann Gourcuff, Messi, Michael Ballack and Daniele De Rossi, who are sharing their opinions on how it happened that football has evolved to become a faster game. On the page the visitors have a chance to take part in a «fast» knowledge competition and win a pair of new F50s signed by Messi exclusively for the occasion.