Adidas 'Team Mode' Footwear Pack Launch: A Case Study in Sports Marketing Strategy

• Sales & Marketing

Adidas was set to launch their new 'Team Mode' footwear pack and needed a marketing strategy that would resonate with their target audience, the 'Creators'. The 'Creators' are a group of individuals who are confident in their creativity and are not afraid to face challenges in the game and in life. The challenge was to create a campaign that would not only highlight the new product but also inspire and empower the 'Creators'. The campaign needed to evolve from previous ones like 'Never Follow', and place the 'Creators' at the heart of the campaign, encouraging them to confront any challenges they face with the creativity that Adidas boots can help them unlock.

The customer in this case is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Adidas is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. The company was founded by Adolf Dassler in 1949 and has since grown to become a global brand. Adidas is known for its innovative products and marketing strategies that resonate with its target audience. In this case, the target audience for the 'Team Mode' footwear pack are the 'Creators', a group of individuals who are confident in their creativity and are not afraid to face challenges in the game and in life.

To address this challenge, Adidas decided to create a film series to launch the new 'Team Mode' footwear pack. The film series was designed to highlight the confidence that Adidas' football audience, the 'Creators', feel in their creativity. The films were fueled by the power of creative confidence, showcasing that no matter what challenges the 'Creators' might come up against, they’ve got it covered with the help of Adidas boots. The film content was a departure from previous campaigns, placing the 'Creators' at the heart of the campaign. This approach was designed to encourage the 'Creators' to confront any challenges they face in the game and in life with the creativity that Adidas boots can help them unlock.

• The operational result of this campaign was a shift in Adidas' approach to marketing. Instead of following the traditional path, Adidas placed their target audience, the 'Creators', at the heart of the campaign. This approach not only highlighted the new 'Team Mode' footwear pack but also empowered the 'Creators' to confront any challenges they face with the creativity that Adidas boots can help them unlock. The film series served as a platform for the 'Creators' to showcase their creativity and confidence, reinforcing the message that with Adidas, they’ve got any challenge covered. This innovative approach to marketing helped Adidas connect with their target audience on a deeper level, fostering a sense of community and shared values.