Adidas has created a sculpture out of trademark runs from its most agile players—including Lionel Messi, Roberto Firmino and Bernardo Silva—to promote its Nemeziz 19 boots in London.
The 12-meter long installation, displayed on the South Bank near the London Eye, was created using CGI to trace the players' movements, from the moment they receive the ball to the moment it leaves their feet. From this was created a series of life size "slices" of their bodies in motion, spaced at varying distance based on their velocity over ground. The entire sculpture is then wrapped in the "agility bandage" that Adidas used to create the Nemeziz 19 boots. This forms the upper of boot, made out of a malleable material that wraps closely around the foot to support unpredictable movements on pitch.
Iris was the lead agency on the project, working with interactive agency Espadaysantacruza Studio and production company 1stAveMachine.