TBWA/London has produced the 96-sheet national poster campaign pairing the England football captain and the birds, which breaks this Friday and will run until the end of the month.
ClimaCool, claimed to be the fastest-selling Adidas shoe brand last year, utilises so-called ram air ventilation, which is said to increase the cooling effect on runners' feet the faster they move.
PHD is handling media buying for the campaign, which will run on more than 600 sites across the UK. It is part of a strategy of taking a simple creative idea and using it to generate maximum impact for the brand over a short duration.
The ad was written by Graham Cappi, art directed by Tim Hearn and photographed by Rip Dbox.
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