adidas 2023 - Sportswear SS23 - The Full Experience

Client: adidas

Category: Brand Activation Campaign | Partnership

Timeline: SS23

Project: adidas Sportswear: A Celebration of Comfort & Style

ADIDAS and SPORT DEPOT partnered to launch adidas' latest label, adidas Sportswear, targeting Gen-Z by delivering target-specific campaign executions in retail & various comms channels. By focusing on relevant experiences & activations and collaborating with relevant public figures we managed to drive mass campaign awareness & create engaging & valuable content to reach an even wider audience.

Understanding that Gen-Z values comfort and confidence, we introduced them to their Comfort Zone online and offline. We created the first digital “Comfortable Lookbook” together with Slav & Huben – well-known Bulgarian stylists. The lookbook served as the Ultimate Guide to feeling comfortable while looking fashionable and authentic. The lookbook featured outfits that included items from the Sportswear label. Our “models” showcasing the outfits were the well-known public figures & influencers – Mila Robert & Chris Zahariev. The content we distributed across digital channels and partner networks.

In select Sport Depot stores, we set up the ADIDAS FASHION HUB – an experiential fitting room where consumers could create Instagrammable content and receive free styling advice from a fashion expert. We also seeded distinctive Sportswear items to 10 influencers to expand our reach. To encourage purchases, a sellout activation with desirable prizes was launched.