Global Pre-Launch of the Adidas Z.N.E. Hoodie

For the global pre-launch of the Zero Negative Energy hoodie, starring Real Madrid’s Gareth Bale, Fixers created and produced a store take-over at Foot Locker’s flagship store in Madrid. With just five weeks for pre-production, we successfully launched the hoodie, one week before its global release.

With the eyes of the world upon us, we created a 360 experience around the product launch. Our consumer activation, with athlete Meet & Greet and in-store Real Madrid press conference, generated €70 million worth of earned media in just 24 hours.


The two-floor store was transformed in just 1.5 hours, including 75 staff, 154 m2 of prints to cover walls, permits for transforming the outside of the venue and the logistics of directing a crowd of over 3000 fans.

Fixers Group was responsible for creation and production of the entire project, with the asset and venue as the only set points.