Adidas' Experiential Marketing Strategy: A Case Study

• Cities & Municipalities

In June 2015, Adidas Football embarked on a mission to identify the world's best game changers and playmakers. The search began at The Base, Berlin, during the UEFA Champions League Final. The challenge was to expand this initiative globally and engage football enthusiasts in a unique and exciting way. Adidas aimed to create a buzz around the brand and its association with football, particularly in Asia. The company wanted to launch 2v2 football tournaments across three main cities – Bangkok, Kuala Lumpur, and Jakarta. The challenge was not only to organize these tournaments but also to ensure significant participation and generate substantial PR coverage.

The customer in this case study is Adidas, a multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing, and accessories. It is the largest sportswear manufacturer in Europe and the second-largest in the world, after Nike. Adidas Football is a specific division of the company that focuses on everything related to the sport, from shoes to clothing and accessories. The division is known for its innovative products and marketing strategies that aim to engage football enthusiasts and promote the brand.

Adidas adopted an experiential marketing strategy to address this challenge. The company launched #BETHEDIFFERENCE tournaments in over 30 cities worldwide, including Bangkok, Kuala Lumpur, and Jakarta in Asia. These tournaments were designed to engage football enthusiasts and identify the best game changers and playmakers. The company used a combination of experiential, content & social, and PR & influencer specialisms to promote these tournaments and generate buzz around them. The tournaments were not only about identifying talent but also about creating an experience that participants and spectators would associate with the Adidas brand. The company leveraged social media and influencers to reach a wider audience and generate PR coverage.

• The #BETHEDIFFERENCE tournaments were a success in terms of both participation and PR coverage. The experiential marketing strategy adopted by Adidas helped the company engage with football enthusiasts in a unique and exciting way. The tournaments created a buzz around the brand and its association with football, particularly in Asia. The use of social media and influencers helped the company reach a wider audience and generate substantial PR coverage. The tournaments were not just about identifying talent but also about creating an experience that participants and spectators would associate with the Adidas brand. This initiative helped Adidas strengthen its brand image and position itself as a key player in the world of football.

• The tournaments attracted 1000 event participants
• The initiative generated $120K in PR coverage