The customer in this case study is adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. It is one of the largest sportswear manufacturers in the world. adidas is known for its innovative approach to product design and marketing, constantly seeking new ways to engage with its customers and enhance their experience. In this case, adidas was launching the 2016 Super Rugby jerseys, each with a unique design reflecting the land from which the franchise came. The challenge was to create a marketing strategy that would resonate with the fans and players and reflect the unique identity of each franchise.
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