adidas #NeverFollow feat. Paul Pogba

For years, Football brands have placed the game’s top players on a pedestal, encouraging every young fan’s natural aspiration to follow in the footsteps of their idols.
Launching adidas’ new ‘Stadium to Street’ product offering, ‘Never Follow’ is a campaign which breaks that convention, with the brand and its stars challenging young football consumers to create their own path rather than imitate their heroes.
In a film series that places the young football ‘creator’ as the unseen hero, we’ve messed with the things that would usually be celebrated. From Pogba’s off‐field swagger to on‐field flair, the creator wreaks havoc, digitally disrupting Pogba’s world and rejecting the idea of mimicking him. After all – ‘creators' don’t want to be their heroes… they just want their boots.
More films and a diverse 2D campaign will follow in a 3 month rollout starring Paul Pogba along with the likes of Mesut Özil, the S3 Freestylers, Leo Messi and Luis Suarez.

- 7M+ organic online views
- 150K+ uses of the #NeverFollow hashtag

Project Tags


  • Adidas Group logo

    Adidas Group

    • Fashion and Textiles
  • Iris logo


    • Advertising