GLITCH is both an innovative new football boot concept and a brand new route to market.
The whole product experience from marketing through purchasing to delivery is done via a mobile app. And this is the only way to get to know the product and to buy it.
Also, since mobile behaviour is about instantaneous gratification we make sure the product gets to where consumers are in less than four hours.
There are no physical stores and it cannot be found anywhere online, everything happens within the app. With a product customisation interface, inbuilt support, purchase, and delivery functionality. It also hosts unique and highly relevant content, created by peers, influencers and home-grown football talent.
This platform is invite-only. You cannot get your hands on these boots unless you are invited by another GLITCH member, adding exclusivity and creating a community fed and managed by its members, not marketers.
The whole concept of GLITCH is one of breaking patterns and doing things differently. This influenced everything from the business model, to our approach with consumers, to our launch strategy and image choices. We started small and kept it personal. It was all done from the ground up, created for a generation that expects and lives within a world of scrappy creativity. So we designed an aesthetic that reflected that ethos and those beliefs. We wanted to create an experience that spoke to them, that looked contemporary, high end and crafted but not corporate.
We made the interface exploratory. We rewarded curiosity. We gave them something they could understand but that felt as if it was deciphered. We aimed to captivate while being informative and useful. To feel human and experimental without feeling broken. The result was an app that feels enjoyable to use and pleasant to explore.