Adidas

Adidas

Adidas

As the North American Agency of Record, our goal for adidas Sport eyewear was to introduce and beat the drum of the sport-ready line of sunglasses and goggles to core outdoor cultures, with a specific focus on reaching women and the rapidly growing athleisure market.

With other eyewear competitors largely owning the conversation in the active outdoor category and with little brand presence, we knew that consistent and authentic media engagement was crucial, as was expanding the conversation to include run, bike, snow and lifestyle media verticals.

We engaged with a broad set of media and influencers to tell the aSe story, seeded product to critical editors, and – to further amplify the program – built and implemented an activation strategy including an adidas Run Camp in London, a guerilla activation around the Red Hook Crit, and programs with running groups in NYC and LA, two key markets for the brand.

As a result of ECHOS’ initiatives, in one year we were able to increase adidas Sport eyewear’s media share of voice by 20% through brand stories and product placement in over 200 print and digital publications.

 

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