Breaking The Pattern with adidas GLITCH

Adidas, a sportswear brand, launched an exclusive pair of football boots that could only be purchased with a unique referral code in order to create brand buzz and expand its reach in the UK.

Advertiser: adidasBrand: adidasAgency: Possible LondonCountry: United Kingdom

Objectives

London was the first market in a truly radical project for adidas. As a result, the goals weren't quite the usual set of awareness, consideration, sales – this was an exercise in how a major corporate player can act like a nimble start-up, breaking all its own rules, changing internal behaviours, reaching an audience that was ignoring the brand, proving that an established player can operate in the online marketplace and deliver a truly different business model.

Commercially, we needed to prove a radical new...

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