With the 2019 NFL Combine just round the corner, Adidas was ready to launch the new adiZERO AZ-40 Burner, its lightest cleat ever. The brand was looking for an opportunity define itself as the “cleat for speed.” And there is no better place to do that than the marquee event of the 40 Yard Dash.

Athletes who have dedicated their lives to the game are given one opportunity to show that they belong in the league. Only 40 yards to glory with millions on the line.

Our idea was to mirrors those stakes somewhat by taking the approach of an illegal drag race. An underground crew of “Burners” that are ready to put everything on the line to prove who belongs. Except the wheels are on their feet and the fuel is on the field. In the end only the fast survive.

The comprehensive campaign approach included a Tease, Unveil and Sustain phase that lead right up to the big day. I also created a full Visual Center that included typography treatments, textures and social platform design approach.