Fast foot forward: Adidas runs treasure hunt

Herzogenaurach, Germany – Adidas has launched a real-life game in cities such as Barcelona, Melbourne and London in which the public is encouraged to find the lost Adidas Adizero shoe.

In the above video a thief is seen stealing shoes belonging to various athletes from the brand’s German headquarters. Adidas appeals to the public to ‘find them fast’.

In London, for instance, clues to where footballer Jermaine Defoe’s shoes could be are available on Soccerbible.com. ‘His missing adizeros are somewhere in the WC2 postcode district,’ it says.

For more on how brands are engaging with consumers through play, read our Inform article on Kati London, founder of the social game Macon Money.