IoT in Sports Marketing: A Case Study on Adidas' 'Hardwired' Football Boots Campaign
Applicable Functions
- Sales & Marketing
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 has a strong presence in the football world, sponsoring numerous players and teams. For the launch of their new 'hardwired' football boots, Adidas wanted a marketing strategy that would not only promote the product but also challenge creators in the football world to push the limits of their imagination.
The Challenge
Adidas was faced with the challenge of launching their new 'hardwired' football boots in a market that is saturated with sports products. The company wanted to create a unique and disruptive global campaign that would not only promote the new product but also challenge creators to test the limits of their imagination. The campaign, dubbed 'The Deal', aimed to separate the creators from everyone else in the football world. The challenge was to effectively communicate this message and engage the target audience in a way that would drive product sales and brand recognition.
The Solution
Adidas partnered with some of their biggest stars, including Paul Pogba, Lionel Messi, and Robert Firmino, to set the conditions of 'The Deal' across 32 master films and 21 individual player films delivered in various languages. The campaign was integrated and rolled out on social media and the company's website, activated across Out-Of-Home (OOH) advertising, and featured on Spotify. This multi-channel approach ensured that the campaign reached a wide audience and effectively communicated the brand's message. The use of popular football stars in the campaign also helped to increase its appeal and effectiveness.
Operational Impact
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