#HOMETEAM
Rallying a Global Brand Movement to Help Athletes Get Through the Pandemic
When the world came to a standstill, adidas acted swiftly to give our communities a way to keep moving. Over the course of a few weeks, we rolled out free virtual experiences across social and digital channels to support our community in staying active, connected and entertained. Everyone, from our employees and communities to our athletes and artists joined the team, sharing their own experiences of how they were keeping healthy and safe. And in the end, the team came together to support our frontline worker in an adidas-hosted digital sporting event that made every active minute count towards unlocking a $1 million donation to the WHO covid-19 Solidarity Response Fund.
Over 3,000 athletes, artists and influencers supported the moment making it the biggest-ever adidas campaign in terms of partner activation and involvement. #hometeam content was viewed close to 400 million times and is one of the most watched and positively received campaigns in the brand’s history.
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Role: Comms Lead & Content Strategy
Creative: Studio a (Internal)
Social: Vidmob
Paid: Mediacom
LAUNCH
To launch hometeam, films and digital assets were created, servicing paid social (YT, Twitter, Facebook, IG across EU/LAM/NAM), organic social (global and partner channels) as well as digital channels (dot com and apps). Content outperformed competition by 4x.
WHO donation mechanic put live onsite, where adidas committed to donate $2 for every purchase over $20
SUSTAIN
Drafting off of the brand mission to help athlete’s make a difference in their game, life and world, programming was rolled out to meet the needs of the hometeam. We launched home workouts available for free in our running and training apps to keep our athletes at the top of their game; brought together the top names in sports and culture to real talk about life; and hosted a capstone event with the #hometeamhero challenge giving our communities a way to make a difference in the world by supporting our frontline workers .