In 2010, for the 5th time in a row, adidas was the favourite brand of the French. But when looking closer at the numbers, the affinity of the brand with its core target, the next gen. 14-19 years old, was getting loose.

Even if adidas remained a key brand in the sportswear landscape for them, it was starting to lack relevance and appeal: a false perception of its positioning and offer: a football brand? fashion? ; an old/outdated image: the big brother brand ; a feeling of not being as engaging as before.

“Don’t say it, prove it.” More than declaring being cool and relevant to them, we had to prove it, making them experiment the new brand promise: “whatever the game, we put all our heart into it, we’re all in, adidas is all in”, in an exclusive way. The next gen is a very sensitive target, wary of marketing BS. We had to find a way to engage them in a genuine and generous way, establishing a close relationship.

To create a French link to the worldwide “all in” message, we created an application on Facebook that let users create their dream event by using a toolset. The consumers goal was to create the most creative event and share it with their friends. The player could choose everything from stars to activities, the whole adidas universe was free to chose from. The most creative and popular event was created for real by adidas, making the winner the star of the night.

In 2010, for the 5th time in a row, adidas is the French’s favourite brand. But when looking closer at the numbers, the affinity of the brand with its core target, the next generation of 14-19 years old, was getting loose. Even if adidas remained a key brand in the sportswear landscape for them, it was starting to lack relevance and appeal: a false perception of its positioning and offering: a football brand? fashion? ; an old/outdated image: the big brother brand ; a feeling of not being as engaging as before. “Don’t say it, prove it.” More than declaring being cool and relevant to them, we had to prove it, making them experiment the new brand promise: “whatever the game, we put all our heart into it, we’re all in, adidas is all in”, in an exclusive way. The next gen is a very sensitive target, wary of marketing BS. We had to find a way to engage them in a genuine and generous way, establishing a close relationship.