Adidas AG: Every Team Needs The Spark

adidas' took a "radical" new approach to the relaunch of its F50 football boot for this integrated campaign, silver-winner at the 2010 Euro Effies.

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...

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