Launching into a new category
Adidas were launching into the outdoor category and asked us to help position them as a credible player and drive sell through.
Making ourselves useful
Our research unearthed deep-rooted scepticism of major brands encroaching on niche sports, so our strategy was simple – make Adidas a force for good in the outdoor community. We partnered with respected athletes and publications to create a content-led launch that provided useful tutorials, help, and guidance.
Engage at retail
To drive sales we needed to win over the staff at retail, so we created a unique competition for their major outdoor partner, Blacks, which offered top sellers the chance to meet their heros and feature in our adidas brand campaign. This activation successfully turned the Blacks sales team into advocates for the brand.
Contribute to the community
We partnered with outdoor film festivals such as Kendal Mountain Festival, providing screenings and talks, as well as offering content to climbing centres and other hubs of the outdoor community across the UK.
Product sales were 350% above target during the campaign period. Adidas Terrex sold out completely at the Blacks flagship store on Tottenham Court Road.
Barry Moore, Global VP, Adidas
“Incredibly moving and brilliant campaign, a real bar raiser for our brand”