While the concept of placing player’s “dna” into ink is kind of newsworthy, I wonder if Adidas missed a great opportunity to give back to something greater. Why not tie the whole thing into bringing attention to blood shortages? I don’t live in New Zealand, but I’m going to guess their blood-banks could always use more donations. There are an infinite number of ways that they could have passed on the message of how easy it is to give, show people how it helps their community, and what it feels like after you’ve donated. A simple line of text on the back of the poster, a small card or just an url would have effected a lot of people.