Changing Lives Through Sport
Adidas - In collaboration with HK Strategies
- Adidas driven by helping athletes make a difference in their game, their lives and the world
- Through sport, we have the power to change lives
- 21st century sees our cities as sites of incredible transformation
- Use the power of sport as a catalyst for change
- Can be a product, service, brand experience or campaign
- 17 - 25 year olds in a key city (London?)
- How can adidas improve the fabric of a city?
- What's the relationship between the city, the sport, the issue?
- Choose from Paris, London, Berlin, LA, New York, Tokyo, Shanghai, Moscow
- Consider producing something unique to the chosen city
> find an issue that is associated with the particular city, something that needs changing
- Know your audience - surveys?
> can easily study/investigate target audience in London
- Think about assets and network available to Adidas
> partnerships with athletes + teams, trend centres etc
- Stay true to the brand tone of voice
...
Examples of Existing Campaigns
Brooklyn Creator Farm
Connecting street artists and designers in New York
"where they design the Future"
- Secret location where you will find a conglomerate of designers from around the world
> their job is to "create culture" - Marc Dolce, creative director at adidas
- The space has two sections : the designer's area and Adidas's Brooklyn Makerlab
- The makerlab is home to all machinery and materials needed to make a trainer or clothing item
- Michael Nash - "Disneyland for Designers"
- The designer's side is filled with full-time designers as well as rotating classes of adidas designers
> these designers learn lessons & skills to take back with them to there permanent studios in Germany or Portland
- Global Creative Director - Paul Gaudio - "It's meant to be a little provocative", "It's where we cultivate talent"
> "It's more about exploration"
> "The obsession with progress is what this place is about"
Women's studio
in London, Brick Lane
- Adidas opened a fitness studio offering free workouts, run clubs and nutritional workshops for women
- Personal trainers and fitness influencers host sessions from running to yoga
- Jessica Ennis-Hill - "I think to have a base where women can come together, go on their runs and train in such an environment is really great"
- Its about creating a safe and confidence-boosting environment
- Fitness industry and working out can be intimidating, but having a space that's only for women makes it a comfortable environment
- For a quick pre-workout energy or post-workout refuel, health food cafe Bel Air serves up feel-good fast food, smoothies and coffees on the spot
Adidas x Parley
Ending destruction of Oceans,
performance wear made of city waste and plastics
Adidas uses Parley ocean plastic to update one of its classic shoes
- Part of their long-standing collaboration with environmental initiative Parley for the Oceans, Adidas has updated one of its classic shoes from the 1990s with yarns made from plastic waste
- Knitted using yarns made out of up-cycled plastic waste collected from beaches and coastal communities in the Maldives
- "living in urban areas, our relationship with the health of the earth's oceans is sometimes easy to overlook - this collaboration seeks to create a change"
- Its moulded heel counter is made from recycled plastic, while the outsole is made from recycled rubber
_ Recycled uppers with soles 3D printed from ocean plastics
- Released as limited editions in 2016 to coincide with World Oceans Day
- Most recently the collaboration has resulted Ultra Boost trainers designed by Stella McCartney, an a range of swimwear decorated with graphic, ocean prints
Other collaborations include:
- Fashion colabs with Stella McCartney, Kanye West and Pharrell Williams
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