Ensuring credibility for adidas in the outdoor space and driving demand on adidas.com, we helped launch the outdoor category with an online campaign.
Our research uncovered an increasing scepticism around major brands encroaching on niche sports and so this campaign was all about building credibility for adidas. Our approach was two fold: Firstly we partnered with credible athletes to create a truly useful tutorial series, positioning adidas as an enabler within the category. Secondly, we created a unique competition for the sales staff of their major outdoor partner, Blacks, which offered top sellers the chance to meet their heros and feature in our adidas brand campaign.
We launched the series with screenings at the Kendal Mountain Festival (the world’s biggest outdoor film festival), and product sales saw a 350% sales uplift during the campaign period.