Football rivalries don’t stop at the pitch. They spill into the streets, the stands, and, of course, the brands. So when our competitor took a playful shot at us during Copa América 2024, we had two choices—ignore it or hit back harder.

We chose the second. But we didn’t just respond. We owned the moment with the baddest Argentinian in football: Dibu Martínez.

After a viral image suggested that “everyone wants a pair” of our competitor’s boots, we flipped the script. The real pair everyone wanted? Dibu’s gloves. The same gloves that had just shut down penalties, carried Argentina forward, and made him the ultimate nightmare for strikers.

We turned an internet joke into a brand statement. No overthinking, no hesitation—just pure, cold-blooded creativity that felt as effortless as one of his saves.

The result? A viral moment that took over social media, ignited football fans, and reminded everyone that in the game of football and branding, adidas doesn’t just play. We win.

This case won SILVER in Effectiveness category @ El Ojo de Iberoamerica.