Technology Category
- Sensors - GPS
Applicable Industries
- Retail
Applicable Functions
- Procurement
Use Cases
- Counterfeit Product Identification
- Indoor Positioning Systems
About The Customer
The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Headquartered in Herzogenaurach, Germany, Adidas is the largest sportswear manufacturer in Europe and the second-largest in the world. The company is a significant player in the football industry, sponsoring numerous players and teams worldwide. Adidas is known for its commitment to innovation and quality, and it continually seeks to strengthen its brand positioning and deepen its engagement with its global audience.
The Challenge
The world of football is riddled with inauthenticity, from fake influencer bots to counterfeit products and pretentious players. This situation was negatively impacting the perception of the sport and the products associated with it. Adidas, a leading brand in the football industry, was looking to launch its new 'Exhibit pack' of football boots. The challenge was to position Adidas as a brand for genuine creators in a market saturated with fakes and to encourage its footballing audience to embrace creativity and substance over style. The company needed a provocative campaign that would not only call out the fakers but also celebrate those who bring authenticity to the game.
The Solution
Adidas, in collaboration with its media agency, launched an integrated global campaign titled 'No Fakers. Creators Only.' The campaign was designed to be highly provocative, calling out the fakers and encouraging Adidas' footballing audience to #DareToCreate. The campaign recruited star Adidas players like Leo Messi, Paul Pogba, Paulo Dybala, and Gabriel Jesus to highlight the kind of fakery that is spoiling the game. US rapper A$AP Ferg was also brought on board to voice the campaign. The campaign was rolled out on social media and Adidas' website, and activated across Out-Of-Home (OOH) and retail locations globally. A sophisticated content strategy was built to bring the audience closer to Adidas and lead them to purchase. The campaign also made nimble and reactive use of paid media to ensure budget efficiency, and influencers were harnessed to guide the audience through the journey to purchase at the right times.
Operational Impact
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