What do you wish the most successful football club in Poland for its 100th anniversary? Next 100 years of successes, of course! For adidas brand, the sponsor of Legia Warszawa football club, a multiple Polish champion and UEFA Champions League quarter-finalist, we created the opportunity to engage football fans in the activations binding their ties with the brand, and with their favourite club.

Our „100 YEARS OF CHALLENGES” campaign was a concept of activations for Legia supperters who would propose Turbo-Kozak (popular TV format) style challenges for their football idols. Fans offered a various, sometimes really crazy, field-based competitions for a selected Legia player to take part at. The creators of the most interesting challenges were rewarded with 100th anniversary, specially designed Legia Warszawa football shirts and adidas sports equipment.

Despite the lack of media support, we have achieved great results: 30 000 votes cast on our campaign’s dedicated landing page, and 2 500 000 views of our videos in social media, strenghtening fans’ bond with the club and with adidas brand - sales of football equipment at the official club store have increased significantly in the autumn-winter period.