Revolutionizing Sports Marketing: The 2018 FIFA World Cup and 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. It is the largest sportswear manufacturer in Europe and the second-largest in the world. adidas Football, a division of the company, was the focus of this campaign. The brand has a long-standing association with football and has been a major sponsor of numerous football events, including the FIFA World Cup. For the 2018 World Cup, adidas aimed to leverage the event's global reach to strengthen its brand presence and increase sales.
The Challenge
The 2018 FIFA World Cup presented a significant opportunity for adidas, a leading sports brand, to make a substantial impact in the global market. However, the challenge was to stand out amidst the noise of numerous other brands vying for attention during one of the world's most-watched sporting events. The conventional approach of creating a celebrity-studded campaign was not enough to differentiate adidas from its competitors. The brand needed a unique, compelling strategy that would not only capture the attention of millions of viewers worldwide but also 'own the internet' on the day of publishing, overshadowing any mention of rival brands.
The Solution
As adidas Football’s Lead Global Agency, the solution was to create a series of compelling 'content drops' that told human stories about some of the tournament’s hottest players; Gabriel Jesus, Mo Salah, and the Spanish Federation (RFEF). The content focused on the personal journeys and anticipations of these players, creating a strong emotional connection with the audience. The campaign reached a climax with the involvement of two of football’s greatest living icons; David Beckham and Zinedine Zidane, which had football fans and media across the globe glued to their screens. The strategy also included a significant push in online sales, supported by World Cup advertising and the launch of an e-commerce app.
Operational Impact
Quantitative Benefit
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