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Reviving History: adidas and ESPN's Innovative Approach to Celebrate Shared Legacy
Applicable Industries
- Packaging
Use Cases
- Time Sensitive Networking
The Challenge
adidas and ESPN wanted to celebrate their shared history in a unique and engaging way that would appeal to both young and old fans. They aimed to launch the adidas Top Ten Hi ESPN 1979, a limited-edition sneaker that was a collaboration between ESPN SportCenter’s Top Ten and adidas’ Top Ten basketball shoe. The challenge was to create a marketing strategy that would not only drive awareness but also create a memorable unboxing experience for the customers. The strategy needed to be disruptive and innovative, capturing the essence of the two brands' shared history and the 1979-inspired design of the shoe.
About The Customer
The customer in this case study 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. The company wanted to celebrate its shared history with ESPN, a U.S.-based global cable and satellite sports television channel, in a unique and engaging way. The target audience for the campaign was the fans of both brands, ranging from young sneakerheads to older sports enthusiasts who would appreciate the nostalgia of the 1979-inspired design.
The Solution
To create a unique unboxing experience, custom packaging was designed to resemble a TV set from the late 70s. The sneakers were placed on a replica of the original SportsCenter studio set, and upon opening the box, customers were greeted with the iconic ESPN SportsCenter Top Ten soundtrack. The shoes themselves were heavily influenced by the first SportsCentre episode, featuring a cream faux snakeskin colorway and embellished gold lace charms. Along with the shoes, an aged user manual was created to provide further insight into the story of the two brands. To drive awareness, the first pair of these special-edition sneakers was sent to the unboxing king, Jacques Slade, who delivered his official review of the collaboration from the original ESPN SportsCenter desk.
Operational Impact
Quantitative Benefit
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