Download PDF
Iris > Case Studies > Adidas' 'Ready for Sport' Campaign: A Global Success Story
Iris Logo

Adidas' 'Ready for Sport' Campaign: A Global Success Story

Applicable Industries
  • Education
  • Retail
Applicable Functions
  • Sales & Marketing
Use Cases
  • Virtual Training
Services
  • Training
The Challenge
Adidas, a global leader in sports apparel, faced a unique challenge during the COVID-19 pandemic. As the world grappled with the crisis, many brands were delivering monotonous messages of overcoming adversity. Adidas, in partnership with Iris, its lead global strategic and creative agency, saw an opportunity to deliver a more optimistic, motivational message. The challenge was to create excitement for the return of sport, emphasizing its role in bringing hope and joy. The goal was to stand out from the crowd and resonate with the global audience, while also driving brand engagement and revenue.
About The Customer
Adidas is 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 has a long history of partnerships with athletes and sports teams worldwide, and is known for its innovative and high-quality products. The company has a strong global presence and a diverse customer base, ranging from professional athletes to casual sports enthusiasts. Adidas is committed to creating products that help athletes perform better, play better, and feel better.
The Solution
Adidas and Iris came up with the 'Ready for Sport' campaign, a proactive idea that was put forward to Adidas' global brand team. The campaign was launched via a 75” hero film that was shared on Adidas employees’ social feeds, Adidas’ global social channels, and athlete’s accounts. The film quickly gained traction, becoming Adidas’ second most viewed campaign ever with 169M views. To further amplify the message, a GIPHY Instagram sticker was created that read 'READY FOR ___', encouraging Adidas employees, athletes, and fans to fill in the activity or sport they were most looking forward to experiencing again. Following the success of the initial campaign, Adidas decided to build equity in 'Ready for Sport', creating a unifying, global brand narrative for all of its categories. The integrated campaign was activated globally across various sports categories, with assets delivered for physical and digital retail, OOH and digital media, and an 18 episode social content series.
Operational Impact
  • The 'Ready for Sport' campaign was a resounding success, not just in terms of the impressive quantitative results it achieved, but also in the way it resonated with the global audience. The campaign's optimistic and motivational message stood out amidst the adversity of the pandemic, effectively capturing the excitement for the return of sport. It also successfully unified Adidas' global brand narrative across all its categories, creating a strong and cohesive brand image. The campaign's innovative use of social media and digital platforms also demonstrated Adidas' ability to adapt and thrive in a rapidly changing digital landscape.
Quantitative Benefit
  • The campaign achieved 503M total video views
  • It generated 1300+ pieces of earned coverage
  • The campaign resulted in €23M in .com revenue & 8.8M site visits

Related Case Studies.

Contact us

Let's talk!

* Required
* Required
* Required
* Invalid email address
By submitting this form, you agree that IoT ONE may contact you with insights and marketing messaging.
No thanks, I don't want to receive any marketing emails from IoT ONE.
Submit

Thank you for your message!
We will contact you soon.