To address this challenge, adidas launched the 'Never Follow' campaign. This innovative marketing strategy breaks away from the traditional approach of placing top players on a pedestal. Instead, it positions the young football 'creator' as the unseen hero, challenging them to create their own path rather than imitate their idols. The campaign was brought to life through a series of films that digitally disrupt the world of football star Paul Pogba, rejecting the idea of mimicking him. The campaign was rolled out over three months and featured other football stars like Mesut Özil, the S3 Freestylers, Leo Messi, and Luis Suarez.
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