Adidas, a traditional football brand, was facing a significant challenge in maintaining its appeal among its key audience of 17-year-old consumers. Despite its long-standing reputation as a supplier of football boots and kits for over 60 years, the brand was losing ground to newer, seemingly more fun competitors. The modern social engagement around football was changing, and adidas needed to adapt to this shift. The challenge was to reinvent the brand's image and engage with the audience in a way that no other brand had done before. The situation called for a bold and innovative approach to marketing that would resonate with the young audience and reposition adidas as a brand that understands and embraces the modern social dynamics of football.
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