Iris > Case Studies > Adidas and Arsenal FC Partnership: A Successful IoT Marketing Strategy

Adidas and Arsenal FC Partnership: A Successful IoT Marketing Strategy

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Applicable Industries
  • Retail
Applicable Functions
  • Sales & Marketing
About The Customer
The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. Adidas was looking to launch their new Arsenal FC home and away jerseys to mark the start of a partnership with Arsenal FC. The partnership was significant as it marked Arsenal’s return to Adidas after a 25-year hiatus. Adidas wanted a marketing strategy that would not only promote the new jerseys but also celebrate the partnership and the return of Arsenal to Adidas.
The Challenge
Ahead of the 2019/20 season, Adidas was faced with the challenge of launching their new Arsenal FC home and away jerseys to mark the start of a partnership between Adidas and Arsenal FC. The launch was significant as it marked Arsenal’s return to Adidas after a 25-year hiatus. The challenge was to create a marketing strategy that would not only promote the new jerseys but also celebrate the partnership and the return of Arsenal to Adidas. The strategy needed to resonate with Arsenal players and fans from around the world, and also pay homage to North London, the home of diversity, community, and Arsenal Football Club.
The Solution
To tackle this challenge, a hero film was created for the Home kit, centered around North London. The film showcased inclusivity through Arsenal players and fans from around the world feeling at home in London, and at Arsenal. The film was narrated by Arsenal legend, Ian Wright, and showed how the players and fans have become part of the fabric of the club and community. The hero films featured players, past and present, alongside fans including Idris Elba, Tony Adams, Mesut Ozil, Vivianne Miedema, and Reiss Nelson. The campaign also went OOH in a North London ‘Tube Takeover’ at Highbury & Islington, Camden & King’s Cross stations, across retail stores, and featured in press with a wrap cover in the Evening Standard.
Operational Impact
  • The marketing strategy was a resounding success. The hero films and the fully integrated campaign resonated with the audience, leading to a significant increase in mentions and press coverage views during the launch period. The campaign also resulted in a significant increase in search during the launch period, indicating a high level of interest and engagement from the audience. The positive sentiment was overwhelmingly high at 95%, indicating that the campaign was well-received. The success of the campaign demonstrates the effectiveness of the marketing strategy in promoting the new jerseys and celebrating the partnership between Adidas and Arsenal FC.
Quantitative Benefit
  • 64K Mentions across launch period
  • 95% Positive sentiment
  • 846K Press coverage views

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