Aligning with How Women Shop
adidas asked us to create an integrated U.S. product campaign that reflected a major shift in how they market to women. And they needed to hit a very tight deadline.
Known for its street-wear-influenced athletic wear, it’s no surprise that adidas’ women’s lines are worn by women who mix and match their adidas with gym, street, and workwear. Knowing this, our clients at adidas realized that opportunity lay in speaking to how women dress (rather than marketing their three lines separately).
Our mission: To reflect real women’s shopping patterns by integrating adidas’ three separate women’s lines (Performance, Athletics, and Originals) for the first time, across all adidas platforms, in retail, print, digital, and social, for their very quickly approaching fall campaign that would be judged strictly by net sales.
One Brand Idea
Channeling one voice for all three lines gave us the opportunity to speak to the reality, and fun, of women’s varying experiences—few of us are professional athletes; most women are juggling several lives on a daily basis. Finding ambassadors (actress & producer Lorenza Izzo, pro golfer & philanthropist Danielle Kang, pro soccer player & health advocate Sofia Huerta) who are versatile, multifaceted women gave us a powerful way to tell relevant and resonant stories that speak to fashion and performance, often in the same thought.
We created a luxe sales tool disguised as an editorial-style lookbook that was shoppable on mobile, via print with QR code, and of course through social and on adidas.com. Featuring interviews, quotes, and intriguing visuals, the lookbook for the first time cross-merchandised adidas women’s apparel in a captivating and provocative way.
Shoppable QR Code
Our comms plan included print, digital, retail, and social over a three-stage release as merchandise delivered over October, November, and December 2019. We deployed a social plan across this time period to keep the campaign fresh and to highlight hero products. Instagram Stories and Facebook Carousels allowed us to create a more dynamic storytelling experience, with video and moving stills adding life and drama. Products were also shoppable on Pinterest.
A New Retail Toolkit
Rethinking retail outside the silos proved to be a wonderful opportunity to showcase not only how real women dress, but also how they live. We were able to feature our ambassadors multi-faceted lives, and showcase the incredible style opportunities in mixing and matching. In the windows and on the inside of key doors, the campaign spoke to all the lives women live, vibrantly and stylishly.
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