FUTURECRAFT 4D
Building Hype for a Cutting-Edge, Soon-to-Scale Footwear Technology
Inspired by the automotive industry’s concept car, Futurecraft was adidas’ platform for introducing new sportswear concepts poised to help athletes push the limits of human performance. Previous concepts were very early stage, but for the first time in the history of the platform, with Futurecraft 4D, we not only had a game-changing way to harness athlete data via additive manufacturing but a prototype with a clear roadmap to mass production. From a comms perspective this meant we not only had an opportunity to show-and-tell about the product and its potential, but to put the future in the hands of influencers and consumers inviting them to wear test as a part of a beta program in the run-up to launch.
Leveraging purely organic channels - PR, Digital, Events, Social + Influencers - we were able to make Futurecraft 4D the most buzzed about innovation story from the brand driving mass awareness for 4D while also building brand equity for adidas as an innovator.
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Role: Comms Planning & Messaging
Creative: adidas Brand Design
PR: Hill + Knowlton
Events: Grizzly Bear
