Just like games are meant to be played, shoes are meant to be played in. With that insight, we launched “Never Played Out," a brand partnership campaign with adidas celebrating Xbox’s 20th anniversary. However, this was much more than your standard shoe drop. Our aim: inspire action and move culture.

We did it by breaking the most important rule of shoe drops: actually wearing the shoes. We ditched the polish and pristine and showed the shoes at play in the real world.