Campaign details
Brand: Adidas ChinaAgency: TBWA/ShanghaiCountry: China
Objectives
Z.N.E. is an off-court hoodie built for elite athletes with a "Born Ready" attitude. But in China, where the development of sport is still in relative infancy, the elite "Born Ready" attitude would be too hardcore and professional to be relevant to the wider audience that had the purchasing power and volume we needed to grow the business.
The standout product feature of the Z.N.E. hoodie – a fast release zipper that can be ripped opened with one hand – was not highlighted in the global campaign....