Adidas launches World Cup with Messi in Fast or Fail

More 2014 football fest: Adidas (an official World Cup sponsor) and agency Iris are out of the blocks quickly with this clever Adizero boot ad cum competition call for entries, Fast or Fail, featuring Lionel Messi in Argentina mode.

Leo, of course, has yet to produce the sublime goods for Argentina that he does for Barcelona but he’s still one of the men to back in the tournament. Wonder if Adidas will find a role for now-retired Becks? Kicking a ball on a Rio beach with thousands of star-struck kids?

Rival Nike, naturally, will be preparing its own ambush marketing ploys. Actually they’re hardly a surprise so don’t really count as an ambush but Wieden+Kennedy’s finest will doubtless be unveiling something unsettling (for Adidas) soon.

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