CE is a basketball shoe built by an unhealthy obsession for performance. Our job was to make the world want it before it hit the shelves, but with a name like Crazy Energy, playing it safe was never an option. So we built our launch around an attitude: Take what’s yours. Never ask permission. So we staged a heist of an adidas basketball tech facility and released a series of teasers from different perspectives.

We let internet do what it does best - theorise, speculate and look for clues as to who this mysterious group of perpetrators are.

At the same time we released a series of tech films demonstrating the supernatural capabilities of the adidas CE basketball shoe.

Credits

Executive Creative Director: Jonathan Santana
GCD: Zack Browne, Alfonzo Ruiz
CD Art: Anthony Baxter
CD CW: Luke Flynn
Producer: Olivia Whyte
Director: Indiana420Bitch
Photographer: Jason Nocito

CRAZY ENERGY

We let internet do what it does best - theorise, speculate and look for clues as to who this mysterious group of perpetrators are.

At the same time we released a series of tech films demonstrating the supernatural capabilities of the adidas CE basketball shoe.

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