Iris
Case Studies
Adidas' Transformation into a Credible Outdoor Brand: The 'United By Summits' Case Study
Overview
Adidas' Transformation into a Credible Outdoor Brand: The 'United By Summits' Case StudyIris |
Analytics & Modeling - Computer Vision Software | |
Consumer Goods Retail | |
Outdoor Environmental Monitoring Retail Store Automation | |
Operational Impact
The operational result of this campaign was a successful repositioning of Adidas as a credible outdoor brand. By subverting stereotypes and showcasing diverse outdoor stories, Adidas was able to break away from the 'sea of sameness' in the outdoor category. The long-form films and the global YouTube and BVOD campaign helped in painting a realistic and inclusive portrait of the outdoors, aligning with the brand’s vision to encourage everyone to get out into nature. The 'My Summit' initiative further engaged the audience by encouraging them to go on their own adventures and share their personal summits. The new visual identity for Terrex, launched simultaneously with the campaign, further solidified Adidas' position in the outdoor category. | |