In terms of global events and marketing, Adidas uses in-house agency team Act3 based out of Germany. It does not have one single person responsible for event marketing/production, but a team of people to work on projects. Adidas also works with a number of other agencies on larger scale events, such as Hill and Knowlton Strategies in the US and the UK, and it has also worked on projects with the likes of The Corner and Iris Worldwide.
@adidasUK has 686k followers on Twitter, and its Facebook account has more than 21 million likes. Its ‘adidasuk’ Instagram account has 878k, and it has more than 328k subscribers to its YouTube channel.
Large-scale activity this year has included an interactive light show over London’s Hackney Reservoir in April, to mark the launch of Adidas Originals new Superstar Supercolor range. In August the brand worked with psLIVE to create a replica football pitch at Pop Brixton to tie in with the launch of its football boot campaign. Kids were able to test out the new boots in specially created tournament and football challenges, and had the chance to win a place at the #BeTheDifference World Final, which was held in Marseille, France in mid-September.
Last month Adidas revealed details of its This is Energy Running campaign, which will include a series of sporting events across the world, in cities such as London, Shanghai and Rio de Janeiro. Participants will have the chance to experience the new style of running.
Not one for shouting about the agencies it has worked with, TRO is one of the only to get a mention for a project it worked with Nike on last year.
@NikeUK has 360k followers on Twitter and more than 23 million likes on its Facebook page. Its Nike Instagram account has 25.1 million followers, and it has more than 294k subscribers to its YouTube account.
In March this year the brand developed a range of activities around Air Max Day – a celebration of its iconic trainers. A crowd of 500 consumers, competition winners, athletes and celebrities were invited to Wapping Power Station for the party, which featured an Air Max selfie arena and projection-mapped air room. Bespoke jewellery was also distributed to a limited number of customers purchasing the trainers in London.
Nike most recently teamed up with Vogue Loves Regent Street (10 September), hosting a group run with trainer Rebecca Gentry, followed by a healthy meal at the Nike store.
Purely for its desire to get down with the kids, and encourage them to get into sport, we think Adidas just tips the balance on this one.
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