Icons don't just return - they make an entrance. For the relaunch of the adidas F50, cip marketing staged a high-octane launch event at the legendary Circuit Zandvoort, bringing together retail partners, media, athletes and influencers for a day built entirely around speed.

The Challenge

The F50 is one of football's most iconic boots. Its return needed an event that matched its legacy - one that felt exclusive, premium and unmistakably fast, while delivering real product experience and brand storytelling for a mixed audience of industry partners and consumer media.

Our Approach

• Full event production and set design at CircuitZandvoort, the Netherlands
• Champions Lounge concept setting the tone from the moment guests arrived
• Product deep-dive with a panel of top adidas football athletes
• Pitlane test and try experience letting guests feel the F50 on their feet
• Exhilarating hot laps in F50 supercars - speed made tangible and unforgettable
• End-to-end event management, VIP guest handling and hospitality

The Results

• A landmark relaunch event for one of football's most iconic boots
• Strong engagement from retail partners, media and influencer guests
• Authentic product experience through athlete insight and hands-on activation
• High social and media reach driven by the F50 supercars and circuit experience

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