Iris Case Studies Reimagining Sport: A Case Study on Adidas Women's SS20 Collection Launch

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	Reimagining Sport: A Case Study on Adidas Women's SS20 Collection Launch Iris

Reimagining Sport: A Case Study on Adidas Women's SS20 Collection Launch

Iris

Applicable Industries	Retail
Applicable Functions	Sales & Marketing
Challenge	Adidas, a globally recognized sports brand, was set to launch its new SS20 women's collection at the start of 2020. The challenge was to introduce this versatile collection that merges performance and streetwear in a way that resonates with the evolving definition of sport among women. The brand wanted to encourage women to see themselves as athletes, regardless of the type of physical activity they engage in, be it yoga, skiing, meditation, dancing, or parkour. The campaign needed to be bold and integrated, challenging women to define what sport means to them. The challenge also involved creating a marketing strategy that would effectively utilize retail, digital, online, and social platforms. Read More
About Customer	The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Headquartered in Herzogenaurach, Germany, Adidas is the largest sportswear manufacturer in Europe, and the second largest in the world. The company is known for its innovative and high-quality products that cater to a wide range of sports and lifestyle needs. For this particular campaign, the focus was on the women's segment, specifically for the launch of the new SS20 women's collection. The collection was designed to cater to the evolving definition of sport among women, offering a versatile range of products that merge performance and streetwear. Read More
Solution	The solution was a comprehensive marketing campaign that led with a 60-second hero film. This film celebrated movement of all kinds, encouraging women to see themselves as athletes irrespective of the sport they engage in. The film also introduced the new SS20 collection, showcasing the versatility of the collection that includes style-focused activewear and iconic lifestyle looks. The campaign also featured supporting assets that included Adidas Women athletes such as Mikaela Shiffrin, Mae Yoshikawa, Jessamyn Stanley, Denise Schindler, Chinae Alexander, Nadya Okamoto, and Jada Sezer. Each athlete explored their own definition of sport and the role it plays in their life, further emphasizing the campaign's message. The campaign was launched across various platforms including retail, digital, online, and on social across Adidas' and the athletes' channels. Read More Log in to view content
Contents

Applicable Industries

Retail

Applicable Functions

Sales & Marketing

Challenge

Adidas, a globally recognized sports brand, was set to launch its new SS20 women's collection at the start of 2020. The challenge was to introduce this versatile collection that merges performance and streetwear in a way that resonates with the evolving definition of sport among women. The brand wanted to encourage women to see themselves as athletes, regardless of the type of physical activity they engage in, be it yoga, skiing, meditation, dancing, or parkour. The campaign needed to be bold and integrated, challenging women to define what sport means to them. The challenge also involved creating a marketing strategy that would effectively utilize retail, digital, online, and social platforms.

About Customer

The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Headquartered in Herzogenaurach, Germany, Adidas is the largest sportswear manufacturer in Europe, and the second largest in the world. The company is known for its innovative and high-quality products that cater to a wide range of sports and lifestyle needs. For this particular campaign, the focus was on the women's segment, specifically for the launch of the new SS20 women's collection. The collection was designed to cater to the evolving definition of sport among women, offering a versatile range of products that merge performance and streetwear.

Solution

The solution was a comprehensive marketing campaign that led with a 60-second hero film. This film celebrated movement of all kinds, encouraging women to see themselves as athletes irrespective of the sport they engage in. The film also introduced the new SS20 collection, showcasing the versatility of the collection that includes style-focused activewear and iconic lifestyle looks. The campaign also featured supporting assets that included Adidas Women athletes such as Mikaela Shiffrin, Mae Yoshikawa, Jessamyn Stanley, Denise Schindler, Chinae Alexander, Nadya Okamoto, and Jada Sezer. Each athlete explored their own definition of sport and the role it plays in their life, further emphasizing the campaign's message. The campaign was launched across various platforms including retail, digital, online, and on social across Adidas' and the athletes' channels.

Impact #1	The operational result of the campaign was a bold and integrated marketing strategy that effectively introduced the new SS20 women's collection. The campaign successfully encouraged women to redefine sport and see themselves as athletes, regardless of the type of physical activity they engage in. By featuring Adidas Women athletes who each explored their own definition of sport, the campaign was able to resonate with a wide range of women. The use of various platforms for the campaign, including retail, digital, online, and social, ensured a broad reach and effective communication of the campaign's message.

Impact #1

The operational result of the campaign was a bold and integrated marketing strategy that effectively introduced the new SS20 women's collection. The campaign successfully encouraged women to redefine sport and see themselves as athletes, regardless of the type of physical activity they engage in. By featuring Adidas Women athletes who each explored their own definition of sport, the campaign was able to resonate with a wide range of women. The use of various platforms for the campaign, including retail, digital, online, and social, ensured a broad reach and effective communication of the campaign's message.

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Overview

Reimagining Sport: A Case Study on Adidas Women's SS20 Collection Launch

Operational Impact