ADIDAS STUNT

When we heard that Liverpool FC were going to be playing at the Skydome, we thought it would be a great opportunity for Adidas to promote youth football in Canada. We created a series of billboards in which a young amateur footballer from a Toronto club challenges Steven Gerrard, then captain of Liverpool FC and England to a penalty shootout outside the Skydome. All was going well. Gerrard and his manager were into it. Billboards were printed. Cameras were ready. Then unfortunately, Gerrard’s lawyer informed us that his insurance policy didn’t cover him for injuries sustained in penalty shootouts with 13 year old girls outside stadiums. Another one bites the dust. Loved the idea though.