FUTURE/FIT

Developing a Credible + Own-able Brand Platform in Connected Fitness

In the runway leading up to the release of adidas’ first connected fitness product - the All Day app - consumer testing had revealed a believability gap in our consumer segment. In short, adidas was synonymous with sport, but not yet fitness. Further, it had not quite cut through in the connected sport space leave alone the burgeoning connected fitness one. 

We had a newly identified job to be done in our pre-launch phase: to build credibility and visibility for adidas in connected fitness. With the marketing strategy for launch reliant on BTL tactics, we focused on creating a program that would help us win over our segment’s key influencers - the media and social media creators.

Taking our proprietary research in the sport technology space, we worked with other leading experts in the fields of academia, technology, and science to conduct qualitative and quantitative research, further validating the findings with our inaugural adidas Fitness Poll. 

Through these efforts, we authored adidas’ first-ever trend report, ‘adidas Future/fit Forecast,’ outlining our predictions for the future of health and fitness. 

To release the report, we hosted a multi-day event at SXSW featuring programming inspired by the report that brought together adidas executives, brand ambassadors, industry partners, social creators, and top media for panels, workshops, and workouts. With 100% message pull-through across 50+ placements in top tier media like CNN USA Today, Pop Sugar, Refinery29, and Women’s Health - we not only landed adidas as a thought leader in connected fitness, but laid the groundwork to bridge to a successful app launch later that year.
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Role: Concept + Comms Lead
Consumer Research: Flamingo
Copy: Robin Pogrebin
PR: Hill + Knowlton
Creative: Brand Design
Event Production: Happy Lucky