A year after launch, people had downloaded the adidas Glitch app, but conversion was lagging - downloads weren't translating to boot purchases. adidas' open-source marketing approach gave us free rein to solve it. We created Glitch Cliques, a dark social campaign with co-creation at its core. Working directly with grassroots football creators, we co-created authentic content that built genuine community rather than just broadcasting product features. The campaign recruited over 300 new followers to #GlitchFam, generated a 50% uplift in boot sales, and established live events as the new currency for Glitch engagement. The work won a D&AD Wood Pencil for Branded Content & Entertainment, proving that giving creators ownership doesn't dilute your brand, it amplifies it.