-Situation

Adidas has been recognized as a leader in fashion and style, which greatly shadows its credential as a professional sports brand at core. Moreover, as new comers, such as Under Amour and Lululemon racing into China market with strong online presence. Adidas need find a way to cut through the market with distinguished approach.

-Brief

As a leading sports brand, Adidas wants to help consumers use sports NOT to perform better BUT as a way to regain their inner peace and find focus amidst their frenetic environment.

-Objective

To achieve 60% sell-through rate for Adidas performance lead product/s in 90 days.

To get people talking about Adidas as a brand in “performance” (and its unique philosophy about sports).

“Find Focus”.

The white hoodie of Z.N.E collection was made as the key visual component of the campaign to emphasize the message. We choose to place thirteen mannequins with the white Z.N.E hoodie outside the flagship store on Huaihai Rd.

To adapt the sharing habit of consumer behaviour, we told a story that our thirteenth mannequin was missing and ask for help on social platforms. This interests people to share the fun story and clues they found for the missing mannequin

Finally, we bring consumers from online back to offline by spreading the news that the missing mannequin has been returned to Adidas store. This generates the crowd to an in store experience of finding focus.