# Projection-Mapped Shoe Ads Adidas' Projection Mapping Brings Leo Messi to the Streets of Barcelona By Laura McQuarrie | Published 2014-08-13 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/projection-mapping References: [creativeguerrillamarketing](http://www.creativeguerrillamarketing.com/projection-mapping/leo-messi-guerilla-projection-mapping-runs-barcelona/) & [adidas](http://www.adidas.com/messi-collection) After the conclusion of the 2014 World Cup, Adidas set up a projection mapping stunt to make it known that Leo Messi was back in Barcelona. The stunt also ties in with the release of the adizero f50 Messi shoes in the Messi collection, which the image of Messi is sporting as he runs across walls on the dark streets of Barcelona. The video mapped image is pretty fast-moving, but it would be nearly impossible to miss on the street, especially since the soccer star does more than just run. In addition to hopping between the flat surfaces of walls, trucks and residences, on occasion the spatial augmented reality image of Leo Messi also does tricks from time to time, and takes winning shots at goals with a soccer ball. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 21% | Activity: 56% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### What Makes This Trend Stand Out - **Projection-mapped Advertising:** Opportunity for companies to use projection mapping technology in their advertising campaigns. - **Spatial Augmented Reality:** Opportunities for businesses to incorporate spatial augmented reality in their marketing efforts. - **Localized Brand Activations:** Localized brand activations using projection mapping can help brands make a big impact with consumers. ### Sectors Adopting This - **Advertising:** The advertising industry can use projection mapping technology to offer interactive and visually appealing ads. - **Marketing:** The marketing industry can utilize spatial augmented reality to engage with customers in unique and immersive ways. - **Consumer Goods:** Consumer goods companies can launch localized brand campaigns using projection mapping to create memorable experiences for consumers. ## Related on Trend Hunter - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md) - [Logo-Centric Soccer Campaigns](https://www.trendhunter.com/trends/mls-season-pass.md) - [Creative Eerie-Themed Soccer Campaigns](https://www.trendhunter.com/trends/scary-good.md) - [Athlete-Backed Shoe Campaigns](https://www.trendhunter.com/trends/awaken-your-madness.md) - [Immersive Soccer Player Experiences](https://www.trendhunter.com/trends/the-messi-experience.md) - [Athlete-Collaborative Vibrant Footwear](https://www.trendhunter.com/trends/messi-and-adidas.md) - [Spooky Street Ad Experiences](https://www.trendhunter.com/trends/fanta-halloween-projection.md) - [Sports-Inspired Game Collaborations](https://www.trendhunter.com/trends/lionel-messi-2.md) - [Athlete-Collaborative Leather Footwear](https://www.trendhunter.com/trends/samba-sneaker-collaboration.md)