The task
Launch Canterbury’s most tech-packed rugby boot ever, the Phoenix Genesis Elite, designed for players at the top of their game.
To build excitement and drive purchase, we needed to bring to life the innovative FlightBeam technology on the boot as well as leverage Canterbury’s unmatched rugby knowledge.
What we did
We brought to life the FlightBeam technology that provides players Relentless Power on the pitch. Photography and video assets captured the movement of the foot with motion graphics effects displaying the explosive energy transfer.
Supporting assets captured behind the scenes of the design and ideation process. We also created a montage of testing footage in lab and on the pitch to help tell the full design story.
Prior to launch, we teased the new boot at the 2022 Guinness Six Nations with pitch side LED boards and stadium screens supported by social showing glimpses of the FlightBeam.
We launched on social media, across retailer partners and Canterbury.com where our assets came together to aid shoppers in their purchase decision educating them about the boot.
Our campaign extended to other boots in the range and apparel for unified comms for 2022 product.
