Iris Case Studies Adidas FW23: Overcoming Market Congestion with IoT

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	Adidas FW23: Overcoming Market Congestion with IoT Iris

Adidas FW23: Overcoming Market Congestion with IoT

Iris

Applicable Industries	Apparel Retail
Applicable Functions	Sales & Marketing
Use Cases	Outdoor Environmental Monitoring Retail Store Automation
Services	System Integration Training
Challenge	Adidas, in partnership with Iris, faced a significant challenge in launching their new range of outdoor apparel, TERREX, into a rapidly growing and congested outdoor market. The market was saturated with various products, brands, and sports, making it overwhelming for consumers who were expected to invest heavily in these individual pieces. The TERREX range was focused on a layering system, including Base Layer, Mid Layer, Insulation, and Outer Layer. However, the primary challenge was that consumers did not understand the concept of layering and its versatility. The target audience for this range was 18-35 year olds and anyone with a love for the outdoors. Read More
About Customer	The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Adidas is the largest sportswear manufacturer in Europe and the second-largest in the world. The company has a long-standing partnership with Iris, a global strategic and creative agency. Iris has been Adidas' lead global strategic and creative agency for Football since 2002 and also partners with Adidas across its Women's and Training categories. In this case, Adidas was looking to launch a new range of outdoor apparel, TERREX, into a congested market. Read More
Solution	After conducting small market research, Adidas and Iris discovered that the lack of understanding of the layering system was a significant barrier. They decided to position the wardrobe as a versatile system that simplifies layering across a range of sports and conditions. They created a global campaign idea that could be adapted across Adidas' global markets, depending on the range of products they took from the collection. The campaign focused on the passionate purpose of TEREX, which is about opening the outdoors to the connected conscious adventurer and equipping everyone participating in outdoor sports. They also developed a toolkit for consumer activation, retail assets, a Wardrobe builder Tool, and a range of campaign imagery. Read More Log in to view content
Contents

Applicable Industries

Apparel

Retail

Applicable Functions

Sales & Marketing

Use Cases

Outdoor Environmental Monitoring

Retail Store Automation

Services

System Integration

Training

Challenge

Adidas, in partnership with Iris, faced a significant challenge in launching their new range of outdoor apparel, TERREX, into a rapidly growing and congested outdoor market. The market was saturated with various products, brands, and sports, making it overwhelming for consumers who were expected to invest heavily in these individual pieces. The TERREX range was focused on a layering system, including Base Layer, Mid Layer, Insulation, and Outer Layer. However, the primary challenge was that consumers did not understand the concept of layering and its versatility. The target audience for this range was 18-35 year olds and anyone with a love for the outdoors.

About Customer

The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Adidas is the largest sportswear manufacturer in Europe and the second-largest in the world. The company has a long-standing partnership with Iris, a global strategic and creative agency. Iris has been Adidas' lead global strategic and creative agency for Football since 2002 and also partners with Adidas across its Women's and Training categories. In this case, Adidas was looking to launch a new range of outdoor apparel, TERREX, into a congested market.

Solution

After conducting small market research, Adidas and Iris discovered that the lack of understanding of the layering system was a significant barrier. They decided to position the wardrobe as a versatile system that simplifies layering across a range of sports and conditions. They created a global campaign idea that could be adapted across Adidas' global markets, depending on the range of products they took from the collection. The campaign focused on the passionate purpose of TEREX, which is about opening the outdoors to the connected conscious adventurer and equipping everyone participating in outdoor sports. They also developed a toolkit for consumer activation, retail assets, a Wardrobe builder Tool, and a range of campaign imagery.

Impact #1	The operational results of the campaign were not explicitly mentioned in the case study. However, it can be inferred that the strategic positioning of the TERREX range as a versatile layering system and the global campaign helped Adidas penetrate the congested outdoor market. The creation of a toolkit for consumer activation, retail assets, a Wardrobe builder Tool, and campaign imagery likely facilitated better consumer understanding of the layering system, thereby reducing the barrier to discovery. This would have potentially led to increased consumer engagement and sales.

Impact #1

The operational results of the campaign were not explicitly mentioned in the case study. However, it can be inferred that the strategic positioning of the TERREX range as a versatile layering system and the global campaign helped Adidas penetrate the congested outdoor market. The creation of a toolkit for consumer activation, retail assets, a Wardrobe builder Tool, and campaign imagery likely facilitated better consumer understanding of the layering system, thereby reducing the barrier to discovery. This would have potentially led to increased consumer engagement and sales.

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Overview

Adidas FW23: Overcoming Market Congestion with IoT

Operational Impact