adidas: The Base

This case study explains how sports brand adidas deepened engagement and brand loyalty among young, male football enthusiasts aged 14-25 in Moscow, Russia.

Agency: LouderCountry: Russia

The summary statement

The BASE Moscow is the first football base on a city rooftop that became a hotspot for young players to discover new facilities for daily training. The location created an unbeaten brand environment that united like-minded people and passionate street-football players. The BASE Moscow became one of the most popular Moscow places during the summer period, with the best parties, trendy events and triggering content.

Campaign strategy

To develop and implement a unique platform based on sport for constant engagement with the target audience and to unite and grow a wide...

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