Adidas: #thereturn

This case study details how adidas, the sports brand, successfully launched a new signature basketball shoe line despite the fact that the athlete it was named after was injured.

Adidas: #thereturn

Campaign Summary

A mobile and digital content driven campaign chronicling the return of MVP NBA star and adidas advocate Derrick Rose from a serious knee injury included a series of web videos broadcast over a period of time tracking the player's progress. The serial format allowed for fans to be continually engaged and involved in Rose's return to the game. Fans were asked at the end of each video to show their support on Twitter and through Instagram using the hashtag #thereturn. Fan tweets, in turn, were shown at the end of the videos and the website for...

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