Bugatti and adidas have come together to create a stunning, limited edition football boot: the adidas X Crazyfast Bugatti. Produced in a limited run of just 99 pairs, the new boots are engineered for speed and lightness, finished with a number of bespoke Bugatti design flourishes. The adidas-Bugatti collaboration aligns with a recent trend in the fashion and tech industries. Referred to as "phygitals," it involves major brands offering limited physical products paired with digital assets. It’s yet another example of how brands are recognising the vast potential that this overlap between the digital and physical world holds for engaging with consumers in new and exciting ways.