Campaign details

Brand: adidas China
Brand owner: adidas
Lead agency: TBWA\Shanghai
Contributing agencies: Buck Design Australia Pty Ltd
Country: China
Industries: Sportswear
Media channels: Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Programmatic display, Public relations, Search marketing, Social media, Video on demand, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

adidas Z.N.E. was an off-court hoodie built for elite athletes to get in the zone and globally, the campaign had centred around a 'born ready' attitude. In an ideal world, a global campaign is one-size-fits-all across all markets. But in China, where the development of sport is still in its relative infancy, 'born ready' was too hardcore and professional to be relevant to the wider audience that had the purchasing power and volume we needed to grow the business.