adidas: Road to recreate

adidas, a sportswear brand, transformed consumer sentiment regarding the brand in Singapore with a data-driven, integrated PR programme.

Executive Summary

In 2020, due to the Covid-19 pandemic, Singapore went into lockdown and stores were forced to shut. This resulted in customers flocking to our eCommerce store to make purchases. However, due to the surge of orders coupled with lockdowns, the brand faced unprecedented challenges. We deployed a data- driven approach implemented through an integrated PR programme.

Together with a joint task force, this is the story of how we turned dissenters, to supporters, haters to advocates. More importantly, we were able to support the community to rise above the negative 'Covid Conciousness' and be Ready for Sport during...

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