adidas – A/W’13 Global Retail Toolkit
THE CHALLENGE: We were asked to change the way adidas speaks to women at retail, starting with a global women’s product toolkit for Autumn Winter ‘13.
OUR APPROACH: We know adidas women are strong, active, smart and loyal. And never more than when they’re with their friends. So there are no flowers and not a hint of pink. Just a celebration of the moments shared with friends playing sport.
OUR SOLUTION: An all-girl bike polo tribe provided the lens for our key campaign message, ‘Together Never Ends’, which was brought to life through a premium window concept, an in-store installation and targeted gift with purchase promotion.
Their passion, positivity, loyalty and penchant for fun expressed the thought that while summer’s almost over, the bonds forged with friends through sport can last forever.
This campaign supported the new season launch of key, style-led and flexible pieces in the retail environment.
THE RESULTS: This new campaign was positively received by adidas’ key markets globally and successfully activated in full in the UK, France and Germany.
