Adidas AG: Every Team Needs The Spark
adidas needed to re-launch the F50 football boot – a boot for players defined by their speed on the pitch – in a year without the biggest sales driver: a major football competition to leverage and build excitement from. The success of this task demanded a radical new approach to the category and, to deliver that, a new marketing model was created: the Constant Communications model. With a mix of planned, anticipated and reactive content across all channels, it gave the audience a reason to connect with adidas on an ongoing basis. It engaged consumers throughout their football journey, from their home to the store.
The success of the campaign is down to the success of this new marketing approach. It drove engagement, which in turn allowed people to start buying earlier, critical to the brand and commercial success in the face of so many barriers.