We helped adidas engage with rugby players and drive CRM through a real-time take on classic card trading gaming. 


More points have been scored by players wearing adidas boots than any other in rugby history. To celebrate their long-standing and deep relationship with the sport, adidas wanted to create a mobile-first activation with players at its heart. With key objectives to drive CRM, e-Commerce, retargeting and brand affinity. 


What we delivered


We developed the adidas XV Challenge and adidas Rugby Insider site to put a modern, mobile spin on classic card trading games and attract the attention of rugby players around the World Cup and Six Nations tournaments. The game brings fans together from all corners of the globe, and pits them against each other in quick-fire, head-to-head games, in a race to build the best squad, get on the leaderboard and win timed prizes. 





The activation drove Rugby player engagement during the tournament and successfully directed fans to the adidas e-Commerce platform.


#1 Brand in the Tournament

Games Played

40 minutes
Engagement Time
Per User

Their hugely impressive, multi-faceted campaign...has blown away the competition. adidas finished in the top two of the table every week and its stand out activities included the XV Challenge game.
— Liam Hopkins, Marketing Magazine




adidas XV Challenge uses our Fantasy Live product built on LViS Gaming APIs and integrated deeply with the brand’s in-house CRM, social login and identity systems.


Fantasy Live product, built on LViS Gaming APIs


adidas CRM and identity integration



E-commerce integration


Shoppable Gaming


Every player's boots are shoppable, integrating buying directly into the game. The average basket size of game players was significantly larger than average.


Social Promotion


Athlete partnerships drive fans to participate. New Zealand's Dan Carter challenged his 500k Twitter followers to challenge him in real-time.