Introduction
Since 2017 ECHOS has served as the North American agency of record for adidas Sport eyewear. We expanded our role to global and – in addition to North America – since 2012 have managed partner agencies and PR operations in Germany, Italy, France and Spain.
Despite the global strength of the adidas brand, adidas Sport eyewear had low awareness and was a specialty product in an extremely competitive market. Looking to ramp up awareness and sales in core categories including run, bike and snow, the adidas eyewear licensee team selected ECHOS based on our depth of experience in the active lifestyle, bike and outdoor verticals, as well as the ability to naturally move in and out of athleisure, fitness, and team sports, among others.
Approach
We rapidly engaged our global network of partners and built a powerful communications program that includes engaging traditional media, YouTube and social creators and influencers, and – perhaps most impactful of all – a global series of press days and activations, including multi-day launch trips, one-day activations and media showrooms, including trail running in Chamonix (2022) and the Dolomites (2023), Boulder, Colo. Town to Trail (2023), Sedona Trail Running and Mountain Biking (2022), and a full-scale activation with over 50 media and influencers at the 2024 Olympic Games in Paris. These events and consistent press coverage have created awareness and sales for the full collection but especially hero styles including the DUNAMIS, CMPT 3D, and other models. Our focus on quality of materials, fit, lightness and design help adidas Sport eyewear stand out in a crowd.
