adidas: adidas SYS

adidas, the sportswear brand, drove short-term sales in China by capitalising on the positive post-lockdown spirit around the country.

Campaign details

Brand: adidasBrand owner: adidasEntrant company: MediaCom, ShanghaiMarket: China (Mainland)Sector: SportswearMedia channels: Content marketing, Mobile & apps, Online video, Programmatic display, Social media, Websites & micrositesBudget: 500k - 1 million

Executive summary

Sales for adidas China had slumped 85% since the Chinese New Year, with stores closed due to quarantine measures. As China started to recover from the shutdowns, adidas needed to increase purchase intent to drive short-term sales.

Fresh from a successful fight against COVID-19, there was a spirit of collectivism and positivity around China....

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