Adidas China: Neo Dance – A Modern Twist on a 71-Year-Old School Sport

Mimo Shen, Andy Huang, Bob Wang

Sportswear brand adidas neo grew brand love among students in China with a dance challenge on Douyin through a tie-up with video game Just Dance.

Campaign details

Brand: adidas Brand owner: adidas Entrant company: TBWA\ShanghaiIdea creation: TBWA/Shanghai Market: Greater China Sector: Sportswear Media channels: Word of mouth, Influencers, KOLs, Competitions & contests, Online video, Social media, Public relations, Point-of-purchase, In-store, Merchandise & free gifts Budget: Up to 500k

Executive summary

Adidas neo was facing an uphill struggle in China, thanks to fierce competition from local players promoting pride in China-born brands, and decreasing relevance with the younger generation.

Coupled with backlash from the brand’s stance on cotton sourced from...

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