adidas: Your future is not mine

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Advertiser: adidas OriginalsAgency: Johannes LeonardoCountry: United States

Objectives

adidas Originals had always been associated with classic, "retro" silhouettes. The sub-brand was originally created in 2002 to re-issue iconic shoes like the "Stan Smith" and the shell-toed "Superstar".

In 2015, the first chapter of our "Strikethru" campaign further cemented this association by helping to make the classic "Superstar" sneaker the best-selling shoe in the world that year.

But the brand could not hang its future on a wave of interest in "retro" fashion. Segmentation research showed that the brand's key market opportunity was with an emerging...

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