Adidas has quite a global approach when it comes to its activations. Focusing on the activity around the football side of its business, the brand unveiled its first urban football centre in Berlin last summer, and also activated its #BeTheDifference campaign around the world. Donna Bellamy, senior communications director at Adidas cites this as one of her key highlights for the brand in 2015.
In the UK, the brand was very much focused on London."Our ambition was to engage with a core audience of 14-19 year olds in a way that would better connect them to all aspects of the Adidas brand." The showpiece event of the summer was a week-long event at Pop Brixton - a location at the heart of the local community, Bellamy said, "that Adidas football took over to lay in a series of events that would showcase the very best of the brand’s football assets".
The pop up event space was transformed with a series of football themed skills based challenges, each themed to its two new boots - the Adidas ACE15 and the Adidas X15.
Bellamy says the driving force behind its experiential activity is a focus on making the brand the most personal to its target audience. "Ensuring they have unique experiences that bring them closer to our brand and allow them access to aspects previously beyond their reach, for example time with our leading professional players and athletes," she adds.
"We also aim to ensure that our latest products are front and centre of any activation, ensuring that a commercial focus is always a key ingredient of anything we do." Beyond its ambition to be personable and engaging with its target audience, the brand also tailors its experiential activity to ensure "it is filtered through a London lens".
Looking to the year ahead, Bellamy says its brand objectives will remain consistent throughout 2016. "In terms of specifics, it is hard to confirm at this stage exactly what we will be doing, but we will certainly look to continue to deliver outstanding experiences for our consumers and football will certainly be a core element of this. Around the Euro 2016 tournament we will be exploring a number of activations, both in the UK and on the ground in France, each designed to bring our fans and followers closer to the action," she says.
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