adidas: Odds

Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.

Campaign details

Brand: adidasBrand owner: adidas IndiaLead agency: TaprootCountry: IndiaIndustries: SportswearMedia channels: Online display, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Radio & audio, Social media, TelevisionBudget: Up to 500k

Executive summary

While product innovation and celebrity-led communication are characteristic of the sports footwear category, there's been very little in terms of brand action that lives up to the larger-than-life brand philosophies like 'Just do it', 'Write the future', 'Impossible is nothing', 'Find your greatness', 'Fan the fear', etc.

Adidas India realised that in this world of motivational...

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