Campaign details
Advertiser: AdidasBrand: AdidasAgency: Creation SingaporeCountry: Singapore
A tough race ahead
In 2016, adidas and Creation embarked on a single-minded objective to differentiate the brand as the sports apparel brand of choice for female millennials against intensifying competition, and grow its market share in the sports apparel category.
The changing times
Lululemon, Nike, Puma and Under Armourall achieved stronger reputations and consumer appeal across the fashion, and performance/sport categories with high-profile sporting events sponsorships and localised offerings.
A shifting focus
Demand for adidas Originals grew in 2015 due to global style influencers...