Advertiser: adidasBrand: adidasAgency: Possible LondonCountry: United Kingdom
Objectives
London was the first market in a truly radical project for adidas. As a result, the goals weren't quite the usual set of awareness, consideration, sales – this was an exercise in how a major corporate player can act like a nimble start-up, breaking all its own rules, changing internal behaviours, reaching an audience that was ignoring the brand, proving that an established player can operate in the online marketplace and deliver a truly different business model.
Commercially, we needed to prove a radical new...