(For reference: Boot = Soccer Cleat)

The Adidas glitch was the strangest boot in Adidas' collection is in such an odd situation, it is neither sell-able or even very profitable. For a boot with such a possibly high-profit ceiling, it is quite astounding how much they have not only handcuffed themselves with it but also seemingly sabotaged and forgot about it.

But what was it?

The Adidas Glitch was a special boot with an inner "sock" with interchangeable outer shoe parts. This was a hit because of how customizable and personal it was. But it had many big problems.

The biggest problem is they are only available in select European cities, they are barely even sold in stores. the Process just to buy these boots is beyond mind-bogglingly backward.

Basically the only way to acquire these cleats is to download the "Adidas glitch" app, either live in or travel to the following major cities: London, Paris, and Munich, which eliminates not only the entire American and Asian markets but also kills the desire for them from other countries, as someone in Spain or Italy may say, "well if we are not good enough to have a chance at your business than you do not even deserve it". Once you have the app and are in one of the major European cities that sells them, you have to have a "glitch code" which you have to be sent by a friend who also had received a glitch code as well. This means that nearly no one can buy it. On top of this, the Adidas glitch is heavy and does not perform very well compared to normal, one-piece boots.

So in a different world, how could they fix this?

To begin, they must start from scratch. Where the Adidas glitch was smart is in its two-piece construction. What it lacks in responsiveness it makes up for in personalization. Because the part that mostly fits your foot is its own separate piece, the outer shell can be removed and replaced with anything. Anything. A good place to start; Adidas is kit sponsors for massive clubs such as Real Madrid, Manchester United, Juventus, and Bayern Munich, opens the door to many new possibilities in the realm of supporters being able to represent their team at another level. We saw the inkings of this idea develop when Adidas released an outer shell with the English flag on it in support of the nation whilst at the world cup, which let England fans show further support for their team, but that was the only one.

Next up, they must rename the boot.

While the glitch is a good name for a rare and nearly impossible to buy the boots, but for the direction we are going to take it, with that being a more lifestyle, all-in-one style product, something along the lines of "Adidas One" works better. Oh, what's that, the Puma One beat you to it? Maybe the AdiOne then (Similar in name to a previous Adidas line, the AdiZero, named as such because it was supposed to be a lightweight boot).

They must work on availability:

This boot needs to be available to nearly anyone who can afford it. This boot is special, a hefty majority of boot enthusiasts like myself would be willing to shell out for a product so special and customizable like Glitch itself is, given that it had more love and attention than it has been shown. It needs to be sold commonly, both online as well as by retailers and in Adidas stores (which there need to be more of anyway).

AdiOne Lifestyle boot.

What makes the glitch so special is how it is not limited to a one and done purchase, being that normally, once you buy a cleat, you just have that cleat, nothing else, it will never be anything other than that cleat with whatever colors you bought on them. But with these, you have the ability to change the look without losing the fit.

But here is where it gets better.

The renamed AdiOne can be a whole lifestyle type of shoe, with the same inner being used on many different outer shoes.

For example. The inner could go from being worn in a cleat to being worn in some trainers* that can be used for jogging and indoor (court) soccer, as well as Indoor Turf cleats, and lifestyle shoes such as the Adidas ultraboost.

*us Americans know trainers as tennis shoes, this is just what they're called overseas

Whilst the outer shoe may be worn down or muddied through use, the inner sock will not be because it is protected by the outer shell, so it will last longer. Having interchangeable outer shells leads to very positive things like people who become collectors and try to buy as many of the outer shells as possible. Not to mention, this opens the door to limited edition options, where only a certain amount is made and available to purchase, which is a popular trend among cleats and shoes. It also generates hype as well as interest and attention around the product.

Making interchangeable outer shells also lends the option of bundling products, especially similar products. An example of this could be a Champions League pack, that has one type of outer shell as a favorite team competing in the Champions League and the other being an outer shell with the CL match ball pattern on it, which Adidas owns (pictured below). Both could be outdoor cleats, or one could be an indoor trainer and another an outdoor cleat, etc, there are so many options that Adidas could pick from.

Now, some of this may seem more or less impractical at some points, but it is highly marketable.

A lot of the product is more or less just a useful gimmick, but it is a very sell-able gimmick.

To begin, the AdiOne's will be sold initially as a starter pack for $300, containing the a string bag to hold 2 pairs of outer shells, the inner sock, and a choice of two outer shells of the following; three different color options for outdoor, the four aforementioned Adidas sponsored teams outdoor, two color options for indoor trainers, and two color options for indoor turf shoes. This makes them very enticing for players who either want a variety of looks for outdoor cleats or players who play on multiple surfaces. This means a person who plays on both indoor outdoor soccer is very likely to buy these. And once someone buys one they are likely to buy more outer shells, etc.

Marketing the AdiOne.

These hypothetical boots will be made or broken on their ability to market them.

One easy way to generate hype around the product is by holding a design competition and say the best design wins. This not only creates a buzz and hype around the product, but it also brings the community into the picture and makes people feel more connected to the boots and the brand.

One of the biggest keys will be the initial ad campaign. Still, photo ads saying

"Become One with your feet. AdiOne"

And the general idea is 'never lose your fit' or 'the last pair of shoes you buy'.

Most importantly, I have a vision for the main video advertisement:

- open with a group of people going to a field to practice

- an upbeat song starts playing in the background, a good example would be Miss Alissa by Eagles of Death Metal

- close up of the main focus guy wearing some AdiOne lifestyle shoes

- gets to practice, everyone else sits down and takes their shoes off and puts their cleats on and starts to lace them up,

- while everyone else is still lacing up, the main focus guy runs out while kicking a ball and looks back at everyone else still sitting down accompanied by the phrase on screen "be one"

- he dribbles the ball around and scores with the camera focusing on his boot's style

- then, the camera has a close up of the cleats and it suddenly switches to indoor shoes and then more soccer stuff and the guy captaining his team and directing his teammates with the phrase "be loud"

- then, it does a similar switch to running on an indoor track with the trainer version of the shoes, then he runs to an indoor/court soccer game accompanied by the phrase "be ready"

- then, the song begins to finish with a slight drum beat accompanied by the different variations of the AdiOnes and the Phrase "Be You"

I hope to create a general concept of the above-mentioned ad within the month.