Forget everything you knew about the process of launching a brand new football boot. Those methods have been ditched. Well and truly ditched for GLITCH. Revealing their latest innovation in a disruptive dynamic, adidas introduce a project that packs a plethora of punches. This one is different.
Boot launches are rolled out red carpets, star studded events, a bunch of tech nerds and a half-arsed player appearance. Blah, blah, blah. It's been done a million times. For GLITCH, things have changed. A group of young footballers from across London have been selected by adidas to unveil GLITCH in a style that matches the edgy adaptability of the product itself.
So, what is GLITCH? Forget X, forget ACE. GLITCH is an entirely new project from adidas created to allow players to change their style from game to game. Built with a two-piece interchangeable construction, made of an inner shoe and outer skin, GLITCH is designed to suit the modern game with a focus on adaptability. Think F50 T-unit on steroids. GLITCH has taken the most successful adidas football technologies, including a laceless upper and transformed them into a new football experience.
That's the product. The story is where it gets even more interesting. As well as dropping a bomb on the boot market, GLITCH is also focused on revolutionising the overall experience of allowing players to connect with adidas product. Dropping in November, exclusively through a new app with a closed infrastructure, the GLITCH launch will allow adidas to test out new ways of engaging with players, including a four hour timed delivery option within the M25. Just like that. Like ordering a pizza.
London and then the rest of the UK has been chosen as the first place in the world where players can get hold of the product as adidas seek to break the pattern of football boot releases. An initial group of 30 players have been testing the boot in secret during 2016, and that number will grow to 250 for the launch, plus an additional five adidas professional players, including Chelsea's Ruben Loftus-Cheek (Chelsea's Charlie Colkett also slipping into Glitch at the weekend). Only through this community can other consumers uncover product codes that are needed to unlock the ability to purchase the boot. You'll have to follow this community closely if you want to snag a pair.
Initially GLITCH will be launched with a choice of six outer skins (four firm ground and two soft ground) and four inner shoes, and adidas have plans to release fresh designs on a weekly basis. Opportunities will also arise for the GLITCH community to input on designs and colourways. Expect a little bit of everything to come. GLITCH provides the canvas for creativity. It's customisation, but not as we know it.
GLITCH will be available from November exclusively through the GLITCH app.