ADIDAS NITROCHARGE COMMERCIAL BEHIND THE SCENES

With any successful football product launch comes a creative viral film and with the release of the all new Nitrocharge, Adidas have created arguably one of the craziest adverts yet. Set in Barcelona’s Olympic Stadium, the film features three of Adidas’ biggest names and the faces of the new Nitrocharge silo.

The boot designed for the box-to-box player – one Adidas have dubbed ‘The Engine’ so it was no surprise that the athletes called upon to star in the film were Barcelona’s Dani Alves, Bayern Munich’s Javi Martinez and Roma’s Daneile De Rossi – three of adidas’ headline Nitrocharge recruits and the epitome of ‘The Engine’.

Adidas spent three days on set within Barcelona’s Estadi Olímpic stadium, shooting a blockbuster commercial for a boot that had been in the making for over two years. Canadian film director Tristan Patterson directed what is one of adidas’ most exciting campaigns in recent years and is one of their biggest-scale video productions ever.

Tristan Patterson said; “Adidas have identified a new type of player called the engine. It’s a player that exhibits raw energy, is relentless and doesn’t stop on the field. The film is a portrait of these players. The players were in Barcelona and we chose the Olympic Stadium because it has a track around it so we’re able to shoot things at speed on the track. I think the biggest challenges of shooting with players is that you have a limited window to shoot with them and you don’t get to prepare with them before they show up. You’ve got to think on your feet and maximise your time and get as much footage as you can. So just making sure you make every minute you’re shooting count. ”

The Nitrocharge football boots feature some brand new technologies from Adidas with the two most distinctive elements being the Energysling – a high-elasticity rubber band designed to support side-cut and turn movements and the Energypulse – the spring geometry inspired area in the outsole provides high energy output during toe-off phase.

If you haven’t yet seen the explosive Nitrocharge commercial – and it is worth watching! – from Adidas, here it is:

ADIDAS NITROCHARGE PRODUCT MANAGER INTERVIEW

Adidas have unveiled their brand new boot silo to sit next to the Predator, adiPure and adiZero ranges. With the launch of the new boots, built for ‘the engine’ of the team, product manager Michael Meinhold gives us a look behind the boots.

What was the inspiration behind the design of Nitrocharge?

Nitrocharge was designed with a specific player in mind, The Engine. This is a player that is involved with all aspects of the game, a player who operates at high intensity and is relentless on-pitch.

What sort of player does this boot best suit?

As mentioned, this is designed for The Engine. We see this player as something of an unsung hero. He is always running, getting stuck in and pulling strings for his team. This kind of role isn’t limited to one position; it is more of an ethos with which certain individuals play the game. Take Dani Alves and Javi Martinez, for example. Both play different positions but share qualities such as high intensity performances, tough tackling, large distances covered and both find themselves as regular parts of their respective teams build-up play when goals are scored.

One of the first things you notice on the boot is the ENERGYSLING across the toe, can you tell us more about this?

The ENERGYSLING is a technology that supports and secures the foot when the player makes sharp turning movements such as sidecuts. This essentially helps to prevent the loss of energy normally experienced when making these movements.

How does this boot compare to the other adidas silos already on the market such as the Predator, the f50 and the adiPure?

Each of these different boots are designed to support the needs of different player types. Predator is for the Technical Wizard, he is all about ball control. Our Speed Demon is F50, it’s about lightweight and speed and last, but not least 11Pro focuses on comfort and softness. Nitrocharge is designed for a different type of player, as I said, it’s for someone who features in every facet of play, getting involved in as much as possible.

What are the other new technical innovations to feature on Nitrocharge?

There are various different innovations that feature on the new boot. The ENERGYPULSE that features on the sole plate, for example. This is inspired by the geometry of a spring and helps the player by providing maximum energy in the toe off phase when accelerating. This is one of a number of features on the boot which also provides fantastic protection to the foot as well as a soft touch to the ball.

Is there a plan for Nitrocharge to become an established part of the adidas range of football boots?

Absolutely, the Nitrocharge is here to stay. The boot and the type of player it has been designed for are both major focuses for adidas and this is just the beginning of the Nitrocharge story.

What does the future look like in general for adidas football boots?

We have some fantastic innovations coming up across all of our boot ranges as well as with our products in general. We are passionate about remaining at the cutting edge of football and this clear from our different boots, our various items of kit and our miCoach offering, to name just a few.

ADIDAS UNVEIL NITROCHARGE SILO

adidas today unveiled Nitrocharge, a brand new energy-retaining football boot designed for the next generation of footballer that follows the legacy and successes of the existing iconic predator, adipure & f50 ranges. Alongside the release of the new boot adidas has also launched an advert that unveils the footwear and highlights the sort of player it has been designed to be worn by.

The 60-second-long television campaign launched this evening (Thursday 16^th May) and will be screened throughout the world during key football matches over the next few weeks including the forthcoming UEFA Champions League Final in London.

The visually striking Nitrocharge is an evolution of adidas’ rich history in creating footwear to suit specific player types. Nitrocharge has energy retention at its heart and has been designed specifically for ‘The Engine’ player, a player type that has been researched and uncovered thanks to a recently formed partnership between adidas and Opta.

‘The Engine is first on the team sheet; always running, tackling and powering his team; he is relentless in his pursuit of chances from box-to-box for the full 90 minutes. This player is epitomised in the Nitrocharge adverts with high octane action, fast-paced effort and a no-nonsense attitude in order to outline the sort of player this boot has been designed for.

The Nitrocharge boot realises a range of new technologies that when combined will define the way ‘Engines’ play the beautiful game. These technologies include innovations such as the ENERGYSLING and ENERGYPULSE.

The forefoot benefits from the ENERGYSLING which supports the sidecut and turn movements to sharpen reactions on the pitch.

The ENERGYPULSE is inspired by spring technology and by providing premium energy during the toe-off phase when sprinting enables players to get off the mark quicker.

The boot also features a Protection mesh layer around the foot and Protection pads around the most sensitive tackle zones such as the Achilles tendon also feature in the boot. Finally the boot follows the full range of adidas boots by being compatible with the adidas miCoach SPEED_CELL.

The new Nitrocharge boot is available for purchase from June 2013 in Blue Beauty  F10/Rrunning White/Eelectricity and will be worn on-pitch by ‘Engine’ players Daniele De Rossi (A.S. Roma), Dani Alves (Barcelona), Ezequiel Lavezzi (Paris Saint Germain) and UEFA Champions League Finalist Javi Martinez (FC Bayern Munich).