adidas team ups

This case study describes a campaign for adidas in Singapore that launched the ZX sneaker series by targeting a youth audience with a strategy involving collaboration with cool small businesses.

adidas team ups

Agency: TBWA SingaporeClient: TBWA Singapore

Summary statement

adidas originals is a well-established brand in the Singapore fashion market. This time, they needed to launch the latest ZX series of sneakers. The industry-accepted way to do this is to simply buy credibility by sponsoring a major celebrity or event, and activating that sponsorship with a big investment in media. But adidas didn't have the budget for a major sponsorship or TVC launch campaign.

adidas needed to connect with the youth audience in Singapore, but in a real way: the 'cool' that they were going to...

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