Clothing & accessories

BVG / adidas: The Ticket-Shoe by Jung von Matt/SAGA

Gunn Report • Marielle Heiss, Gunn Insights, July 2018

In Germany, adidas helped to transform the attitudes of young Berliners towards their city’s public transport company, BVG, by converting adidas Originals into annual transport tickets.

adidas Originals: Original is Never Finished

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2018

Adidas Originals, an adidas sub-brand devoted to streetwear, remade Frank Sinatra's My Way and made it the soundtrack to its online video to spread the message globally that original is never finished.

Breaking The Pattern with adidas GLITCH

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

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.

China's KOLs boast reach as Weed warns on buying followers

News • 19 June 2018

BEIJING: Sportswear brands Nike and adidas lead the way when it comes to achieving reach in China through key opinion leaders (KOLs), according to a new study which comes as Unilever’s Keith Weed has warned that unethical influencer practices ...

Adidas reviews Facebook spending

News • 10 May 2018

LONDON: Adidas, the sportswear brand, is reported to be reviewing its use of Facebook amid concerns that as much as 30% of its expenditure could be wasted.

Puma questions India's leisure priorities

News • 10 May 2018

BENGALURU: Sport has become an important marketing tool in India but many Indians don’t do any physical activity at all never mind play sport, according to a new survey that highlights the time people choose to spend on social media and ...

Creativity fired by data: How to generate more creative uses of data in brand work

Article • Ruth Zohrer and Becky Power, Admap, May 2018, pp. 20-21

With so many fragmented data sets at their disposal, how do marketers know what’s worth exploring, what’s relevant to the brief, or what might contribute to the creative process? Two techniques for using data in creativity are ‘data-based creative’ and ‘creative use of data’.

Fanatics bids to change UK sport sponsorship model

News • 01 May 2018

LONDON: US e-commerce specialist Fanatics has signed a kit-manufacturing deal with the UK football team Aston Villa in a move that could signal a major shift in the model of UK sports sponsorship that has seen big brands consolidate around big ...

Nike China incentivises publishers to drive online sales

Article • Jo Bowman, Event Reports, I-COM Data Creativity Awards, April 2018

In an e-commerce market dominated by Tencent and Alibaba, Nike China drove traffic to its website and increased conversions by rethinking how it rewarded online publishers.

Reebok: Girls Do(n't) Fight

Case Study • Jitender Dabas, Harshvardhan Sahni, WARC Awards, Bronze, Effective Use of Brand Purpose, 2018

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

adidas: Odds

Case Study • Shashank Lanjekar, WARC Awards, Bronze, Effective Innovation, 2018

Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.

adidas: 'Green Light Run' (Japan)

Gunn Report • Gunn Media, 2018

Contains the creative for the 'Green Light Run' campaign for adidas by the agency TBWA\Hakuhodo in Japan.

Nike: 'Inspiring The Athlete Within Every Woman' (India)

Gunn Report • Gunn Media, 2018

Contains the creative for the 'Inspiring The Athlete Within Every Woman' campaign for Nike by the agency Mindshare in Bangalore.

How to drive digital-marketing innovation in big companies

Article • Stephen Whiteside, Event Reports, SXSW 2018, March 2018

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.

Brands take sides in gun control debate

News • 01 March 2018

PITTSBURGH, PENN: The decision of leading gunseller Dick’s Sporting Goods to stop selling assault rifles or selling any guns to people under the age of 21 has added momentum to the gun control movement and may encourage more brands to take a ...

New Balance targets 'gamechangers'

News • 15 February 2018

NEW YORK: New Balance, the sporting goods company, believes that reaching “gamechangers” – an audience mostly falling within the 14–24-year-old demographic – can have knock-on benefits in engaging other key consumer ...

Physical retail helps to drive e-commerce growth

News • 07 February 2018

SINGAPORE/MUMBAI: Physical retail stores can be a powerful part of a brand’s e-commerce strategy, according to the CMO of ‎IBM in ASEAN.

New Balance’s secret for reaching youthful "gamechangers"

Article • Stephen Whiteside, Event Reports, ad:tech New York, November 2017

New Balance, the sportswear manufacturer, has adopted a nuanced strategy as it seeks to reach youthful "gamechangers" who have the power to influence broader perceptions of its brand.

How Puma used smart data to crack e-commerce in India

Article • Low Lai Chow, Event Reports, New Retail Asia Summit, January 2018

Puma used data efficiently to create an end-to-end e-commerce solution that built on its existing retail infrastructure in India.

Adidas: 'Adidas Odds' (India)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Adidas Odds' campaign for Adidas by the agency Taproot Dentsu in India.

Nike: 'Nike Unlimited Stadium' (Philippines)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Nike Unlimited Stadium' campaign for Nike by the agency BBH in Singapore.

Nike: 'Time Is Precious' (US)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Time Is Precious' campaign for Nike by the agency Wieden+Kennedy in the USA.

Adidas Pure Boost: 'Green Light Run' (Japan)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Green Light Run' campaign for Adidas Pure Boost by the agency TBWA\Hakuhodo in Japan.

Under Armour Women's: Unlike Any

Case Study • Kathryn Ruocco, WARC Media Awards, Entrant, Effective Channel Integration, 2017

Under Armour, the sports apparel brand, used social media and content featuring six athletes to target American women aged 18-34.

Fabletics builds on bricks-and-mortar benefits

News • 19 December 2017

LOS ANGELES: Fabletics, an activewear brand co-founded by actress and fitness guru Kate Hudson, has drawn major benefits from expanding beyond its online roots and opening bricks-and-mortar stores.