Adidas boot launch with Van Persie, Kaka and Nani


In late May, Jools Bentley found himself at the Old Truman Brewery in London, working on the delivery of a launch event for the new adidas Predator football boot.

The launch was based around a game of full size ‘football paintball’ – the winning idea sent in during a competition run by adidas. Because the concept involved putting the players onto a temporary structure during the event there were all kinds of safety considerations over and above the normal kind of issues at any public event.

Jools said “it was a great event to work on, despite the extra concern of having millions of pounds worth of footballers to look after; the concept was really entertaining and it was good to see all the audience and the players enjoying themselves.” The event attracted stars from the Premier League and overseas including Arsenal’s Robin Van Persie, Nani from Manchester United and Kaka and involved a few discussions between Jools, the client – i.e. and their insurers to ensure that all possible measures were taken to protect the players.

“Brand led events often present different challenges” Jools said; “as well as trying to maintain the highest standards of safety for participants and audience members – like at any event – there is also the matter of brand protection to consider. Agencies are very aware of the possibilities of damage to a brand, were there to be any sort of incident and that means that you have to consider this when looking at activities, structures and every other facet of the event.” You can view videos of the event here:

and here…


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