Adidas' Transformation into a Credible Outdoor Brand: The 'United By Summits' Case Study
Technology Category
- Analytics & Modeling - Computer Vision Software
Applicable Industries
- Consumer Goods
- Retail
Use Cases
- Outdoor Environmental Monitoring
- Retail Store Automation
About The Customer
The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. It is the largest sportswear manufacturer in Europe and the second-largest in the world. Despite its legacy in sports and fashion, Adidas was struggling to position itself as a credible outdoor brand. The company has high-performance product lines in various outdoor activities such as snow/ski, mountaineering, hiking, and trail running. The challenge was to bring to life its new platform 'United By Summits' and position its product line, Terrex, as a credible outdoor brand.
The Challenge
Adidas, a globally recognized sports and fashion brand, was facing a significant challenge in positioning itself as a credible outdoor brand. Despite having high-performance product lines in snow/ski, mountaineering, hiking, and trail running, it was not perceived in the same light as other established outdoor brands like North Face or Arcteryx. The primary challenge was to bring to life its new platform 'United By Summits' and position Terrex, an Adidas product line, as a credible outdoor brand. The task was to break away from the 'sea of sameness' in the outdoor category, which was characterized by similar visuals, narratives, and expectations, and to paint a realistic and inclusive portrait of the outdoors.
The Solution
The solution involved subverting stereotypes and finding outdoor stories from people who the category has traditionally ignored. The aim was to redefine what the great outdoors means to different people, all of whom are 'United by Summits'. A series of long-form films were created to tell these stories, along with hero moving image assets for a global YouTube and BVOD campaign. Each film in the 6-story series focused on one of the adidas Terrex activities (Hike, Climb, Bike, Mountaineering, Snow and Trail Running), telling the true, human story of the athletes, celebrating their individual summits and showing the real, honest side of transformation in the outdoors. The campaign was launched with a 60” hero film that aimed to redefine what 'summits' mean. The campaign was supported by a suite of digital, social and retail assets and promoted OOH. Additionally, the audience was encouraged to go on their own adventures and share their personal summits through the 'My Summit' initiative.
Operational Impact
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