Iris > 实例探究 > 打破常规：阿迪达斯“永不追随”活动激励年轻足球创作者

打破常规：阿迪达斯“永不追随”活动激励年轻足球创作者

适用功能

关于客户

此次活动的客户是阿迪达斯，该运动品牌希望推广其新的“从体育场到街道”产品系列。他们的目标是年轻的足球消费者，并激励他们在自己的足球之旅中保持独立和创造力。

挑战

传统上，足球品牌鼓励年轻球迷模仿他们的偶像，但阿迪达斯希望打破这一惯例，挑战年轻足球消费者创造自己的道路。

解决方案

阿迪达斯发起了“永不追随”活动，将年轻的足球“创造者”视为幕后英雄。该活动以数字方式颠覆了保罗·博格巴等足球明星的世界，并鼓励年轻球迷专注于自己独特的旅程，而不是模仿他们的偶像。

运营影响

The 'Never Follow' campaign was a significant departure from traditional sports marketing strategies. By challenging young football consumers to create their own path rather than imitate their heroes, adidas was able to connect with its target audience on a deeper level. The campaign's innovative approach resonated with the new generation of football fans, leading to high levels of engagement and recognition in the form of prestigious awards. The success of the campaign demonstrates the effectiveness of innovative, disruptive marketing strategies in reaching and engaging with today's digitally savvy consumers.

数量效益