DFY Grass Roots Rugby

Rugby’s image and how it’s observed by today’s youth was at a stalemate; for adidas rugby to have any chance of growth comparable to that seen in football they had to adopt a differentiated approach that repositioned rugby to the young 16-24 consumer making it accessible and edgy.

We created ‘DFY’; a new game for urban rugby players comprising of a series of exclusive events across Paris and London. The grass roots rugby league was built up of a series of live events; qualifying games and the grand finals that were held in urban venues that were transformed overnight into dedicated DFY rugby centres.

We planned, designed, built and managed two bespoke standout events in the heart of London and Paris as part of the DFY Young Creative Athletes programme. After scouting urban venues, we transformed the locations into fully branded rugby arenas, laying pitches, pitch markings and pitch hoardings as well as installing bespoke light and AV rigs, projectors, gobos, smoke machines, a myriad of screens and more, proving that anywhere can be turned into a DFY rugby venue. Each event housed over 100 adidas influencers, with every moment within the final specifically created to aid social content. To capture each and every moment we provided spectators with 180 bullet time cameras, GoPros and official videography.

To create social media currency we recruited 25 young creative athletes (YCA’s) in both cities to drive content and engagement for #DFYLDN #DFYPAR across 9 months. We supported the YCA’s on content through 1-1 coaching sessions and a dedicated WhatsApp group to provide support for recruiting people to the game. Demanding thumb stopping content from the offset, we created numerous posts for them to share and built a VIP DFY iOS/Android app for designing their own identity for user generated content.

Over 250 athletes competed in the league, and the overall campaign had a combined reach of 5.7million impressions with 4 out of 5 saying they were more likely to purchase adidas rugby products.

Client: Adidas Deliverables: Digital Strategy,
Creative Concepts,
Experiential & Events,
Social Media,

Great work for great clients