Innovative Product Launch Amidst Pandemic: The adidas Predator Freak Case

• Sales & Marketing

The case study revolves around the challenge of launching adidas' Predator Freak boots amidst the Covid-19 pandemic. The pandemic had brought commercial production to a near halt, and the company had to quickly adapt to remote production. The challenge was to overcome social distancing rules and generate engaging content in new and innovative ways. The traditional methods of product launch were not feasible due to the restrictions imposed by the pandemic. The company had to think out of the box to ensure a successful product launch without compromising the safety and health of all involved.

The customer in this case study 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. The company is known for its innovative and high-quality products that cater to a wide range of sports and lifestyle needs. In this case, adidas was launching its new product, the Predator Freak boots, amidst the challenges posed by the Covid-19 pandemic.

To overcome the challenges, adidas decided to create a star-studded WhatsApp group featuring renowned footballers like David Beckham, Zinedine Zidane, Paul Pogba, Toni Duggan, Wendie Renard, Marc ter Stegen, and David Alaba, among others. The two-minute launch film showed David Beckham creating the #PredatorSquad WhatsApp group, adding other players who then sent in videos unboxing and trying out the new football boots. The ad concluded with an announcement that Real Madrid star, Marco Asensio, had joined the adidas family, followed by Beckham adding the next generation of adidas talent. This innovative approach allowed for minimal shoot production, with many of the athletes self-shooting on their own phones. The film also mirrored the way everyone, including world-class footballers, had to communicate during the socially distant era.

• The innovative solution of launching the product through a star-studded WhatsApp group not only allowed adidas to overcome the challenges posed by the pandemic but also created an engaging piece of film that featured big-name footballers from across the globe. This approach minimized the need for a large-scale shoot production, with many of the athletes self-shooting on their own phones. The film also reflected the reality of the socially distant era, where even world-class footballers had to communicate virtually. This innovative approach to product launch demonstrated adidas' adaptability and creativity in the face of unprecedented challenges.