Iris > 实例探究 > United By Summits:与 adidas Terrex 一起重新定义户外品牌

United By Summits:与 adidas Terrex 一起重新定义户外品牌

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技术
  • 分析与建模 - 计算机视觉软件
适用行业
  • 消费品
  • 零售
用例
  • 室外环境监测
  • 零售店自动化
关于客户
该客户是阿迪达斯,一个全球运动品牌,以其各种运动类别的高性能产品而闻名。然而,阿迪达斯并不像 North Face 或 Arcteryx 那样被视为可靠的户外品牌。
挑战
阿迪达斯希望将 Terrex 定位为竞争激烈的户外运动类别中值得信赖的户外品牌。
解决方案
解决方案是发起一项名为“United By Summits”的活动,旨在颠覆刻板印象,讲述那些被该类别忽视的户外运动员的故事。制作长片和动态图像资产是为了展示这些运动员真实的、人性化的故事,并重新定义“峰会”的含义。
运营影响
  • The operational result of this campaign was a successful repositioning of Adidas as a credible outdoor brand. By subverting stereotypes and showcasing diverse outdoor stories, Adidas was able to break away from the 'sea of sameness' in the outdoor category. The long-form films and the global YouTube and BVOD campaign helped in painting a realistic and inclusive portrait of the outdoors, aligning with the brand’s vision to encourage everyone to get out into nature. The 'My Summit' initiative further engaged the audience by encouraging them to go on their own adventures and share their personal summits. The new visual identity for Terrex, launched simultaneously with the campaign, further solidified Adidas' position in the outdoor category.

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