adidas Originals OZWORLD

After the BCI incident, the brand reputation was severely damaged, which accelerated the disenchantment of the trendy sports brand Adidas, and the brand also lost star resources. At the same time, domestic sports brands continue to improve by taking advantage of the national trend, squeezing Adidas' market share in the Z generation. In this case, how Clover can improve communication with Generation Z and how to stabilize the image of a trendy sports brand in the hearts of Generation Z are the core issues we urgently need to solve.

Case Details

Brand: adidas Originals

Brand owner: adidas Originals

Main Agency: MediaCom MediaCom

Main agency holding group: WPP

Launched on the market: Mainland China

Delivery time: 2022.4.10-2022.5.25

Industry: Apparel and Fashion Retail

Media Channels: Influencers (Stars/Celebrity Spokespersons), Mobile & Apps, Online Display Ads, Social Media

Budget: 16 million

Background/Goals/Challenges (limited to 300 words):

  • After the BCI incident, the brand reputation was severely damaged, which accelerated Adidas' brand disenchantment, and at the same time, the brand also lost star resources. Adidas needs to rely more on endogenous appeal and...

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