Harness the speed of X20


In a saturated market, it was time to break the mold and establish X20 as the fastest boot in the market for football creators.

running shoe


Inspired by the speed of the X20 boot, we designed an experience centered around the idea of “ghosting”. The idea was that the boot’s unique Carbitex technology will help any player speed past (ghost) their opponents. It was essential we created a visually impactful experience that would both tell the product story and promote mass engagement.

screens with athletes and clothes
running mannequin


Multi-sensory installations across the whole adidas store highlighted the design, features, and materials of the X20 boot, demonstrating that when all are harnessed they create the speed that the X franchise is renowned for. tms created a central, show-stopping speed hub, which introduced the X20 and the benefits of Carbitex. It featured an interactive “ghost wall” offering consumers the chance to “see” ghost speed as they passed through the space. We also offered the opportunity for consumers to get their hands on with the boot and put their speed to the test on our custom X running track. A highly shareable installation inspired by Mo Salah’s hero creative offered a visualization of him “ghosting” defenders as he runs in his X20 boots.​

Person taking video on phone

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