Campaign strategy and concept development
Problem:
adidas Sportswear lacked the distinct identity and cultural resonance of adidas Originals or Performance, sitting between fashion and sport as a hybrid offering.
adidas Sportswear lacked the distinct identity and cultural resonance of adidas Originals or Performance, sitting between fashion and sport as a hybrid offering.
Insight:
Both athletes and fans experience the same emotional intensity of sport—the highs, lows, and tension of game day. That shared feeling connects adidas' roster of talent with their consumers.
Both athletes and fans experience the same emotional intensity of sport—the highs, lows, and tension of game day. That shared feeling connects adidas' roster of talent with their consumers.
Solution:
In the Moment became our platform to unite talent and fans through this emotion. We dramatised this with a hero film and editorial shoot, supported by social content diving deeper into personal experiences of sports fandom.
In the Moment became our platform to unite talent and fans through this emotion. We dramatised this with a hero film and editorial shoot, supported by social content diving deeper into personal experiences of sports fandom.