Greater Every Run: adidas' Innovative IoT Marketing Strategy

• Sales & Marketing

adidas, a globally recognized sports brand, faced a challenge in changing the perception that it was more style than substance, particularly in the running sector. The company wanted to establish the UltraBOOST X as its premium performance franchise and illustrate the concept of 'Greater Every Run' for female running creators. The challenge was to effectively communicate the unique adaptive arch of the UltraBOOST X, which not only fits the foot of the runner but also adapts to their running style, thereby enabling transformation and evolution with every mile. The company needed a creative idea that would draw inspiration from architectural arches to reflect the unique silhouette of the shoe and build a stage for female running creators to transform, evolve, and triumph.

The customer in this case is adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. It is the largest sportswear manufacturer in Europe and the second-largest in the world. adidas has a strong focus on innovation and quality, with a product range that includes footwear, apparel, and accessories for various sports. The company is committed to creating products that help athletes at all levels of sport achieve their peak performance. In this case, adidas was looking to promote its UltraBOOST X shoe, a premium performance product designed specifically for female runners.

To address this challenge, a range of 2D and 3D assets were developed that revealed the runner’s relationship with her urban environment – how she sees it, how she uses it, and how it makes her feel. The scale, power, and strength of the structures were designed to reflect the runner's growing ambition and confidence. As she runs through them, they empower her on her journey. Cult actor and photographer Cole Sprouse, with over 6 million followers on Instagram, was enlisted to shoot the campaign. This provided the reach to drive awareness and unprecedented global exposure of the product. A 50-second high impact hero film was also created, directed by Sarah Chatfield, and accompanied by a killer track composed by Dan Weinberg.

• The innovative marketing strategy resulted in a significant increase in the visibility and awareness of the UltraBOOST X shoe. The campaign successfully changed the perception of adidas as a brand that is more than just style, highlighting its commitment to performance and innovation. The use of 2D and 3D assets effectively communicated the unique features of the shoe and its benefits for female runners. The involvement of Cole Sprouse in the campaign also helped to reach a wider audience and drive global exposure of the product. The high-impact hero film further enhanced the campaign's reach and impact, effectively conveying the 'Greater Every Run' concept.

• Over 3 million views on YouTube in just 2 weeks
• Over 500,000 likes and thousands of comments on Cole Sprouse's posts