Innovative Sports Marketing Strategy: Beckham X Zidane for Adidas
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. Headquartered in Herzogenaurach, Germany, Adidas is the largest sportswear manufacturer in Europe and the second-largest in the world. The brand is renowned for its innovative and high-quality products, and it has a strong presence in various sports, including football. Adidas has a long history of partnerships with famous athletes and sports teams, which it leverages to enhance its brand visibility and engagement.
The Challenge
Adidas, a leading sports brand, was looking to leverage the 2018 World Cup to enhance its brand visibility and engagement. The challenge was to create a compelling content strategy that would resonate with the global audience and extend Adidas' proposition, 'Creativity is the answer'. The brand aimed to demonstrate that creativity can inspire others, bring people together, and elevate individuals from humble beginnings to the world stage. The challenge also involved owning the internet on the day of publishing, which required a unique and engaging approach to content creation and distribution.
The Solution
Adidas decided to leverage the popularity and respect of two football icons, David Beckham and Zinedine Zidane, in a series of content titled 'Create Respect' and 'Creators Never Die'. The content showcased the mutual respect between the two football legends, both on and off the pitch. 'Create Respect' highlighted unique aspects of both players, such as Zidane’s World Cup medal and Beckham’s iconic hair. 'Creators Never Die' showed Zidane admiring Beckham's undiminished football skills. Each film in the World Cup series was tagged 'Here To Create', reinforcing the brand's proposition. The strategy was designed to maximize views and likes on the day of publishing, thereby dominating internet conversations.
Operational Impact
Quantitative Benefit
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