Project Details






September 2016

Project Brief

The PR campaign introduced the new adidas Athletics category, based on athletes’ insights and with a unique point of view: the untold stories of athletes on game day. It captures their emotions, superstitions and rituals in preparation before and after they take the field. At all these moments, athletes wear the piece in focus: the adidas Z.N.E. hoodie. The tools we selected for the implemention of the campaign included influencer outreach, an exclusive interview with world famous boxing superstars Kubrat Pulev and Tervel Pulev, a dedicated Athletics video in called “A day of an athlete” with adidas influencers, product photo shoot for, and an editorial article in Cosmopolitan. For the execution of the campaign, celebrity boxing brothers Kubrat & Tervel Pulevi were provided with full adidas Athletics outfit. A special PR article was released to media regarding their Boxing Academy, including photos of the boxers dressed fully in adidas Athletics collection. The other adidas influencers – Ivan Minchev, Nikolay Kirilov and Michaela Marinova – participated in a special photo shoot for and in a special video for The video captured the daily rituals of 3 athletes from the moment they wake up, through the moments they work out and need of full concentration (how they stay focused) until their day is over. The selected individuals represented different profiles of an athlete in order to intrigue and reach wider target audience. The campaign articles generated impressive number of social media content.