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Adidas gave us beautiful challenge. “Put this cutting-edge ‘active cooling’ apparel on the map”. As a “world first” technology, we needed to articulate, in human terms, what was in it for the athlete, and why they’d care. Adidas didn’t just want to sell apparel, they wanted to dial up their credibility in performance innovation. We created a global launch campaign featuring David Beckham and Jessica Ennis that lived in PR, outdoor, retail and film.