Adidas: Unlimited Edition

Kenzi HUANG, Suzzane ZHANG

adidas, a leisure brand, launched a campaign in China to arrest the decline in purchase intent, awareness and brand favourability, gain 50k new members, reclaim the brand image and create a social buzz.

Campaign details

Brand: adidas Brand owner: adidas Entrant company: McCannIdea creation: McCann Shanghai Market: Greater China Sector: Sportswear Media channels: Events & experiential, Word of mouth, Influencers, KOLs, Gaming & in-game advertising Budget: 1 - 3 million

Executive summary

Adidas Originals launched Forum 84, a revival of the classic that sparked the sneakerhead culture. But its cultural heritage is lost on China’s Gen Z, who sees it as just a basic shoe. They perceive sneaker value based on hype, limited-edition designer collaborations, and overinflated...

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