adidas%pure%silos%series%global%launch%3%india% February(&(March(2016(

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Theodore Carson
5 years ago
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1 adidas%pure%silos%series%global%launch%3%india% February(&(March(2016(

Launched in February 2016 PUREBOOST ZG! Inspired by professional athletes and fitness enthusiasts! adidas PureBOOST ZG is a running shoe created for the urban male runners!

2 OVERVIEW adidas mission is to be India s dominant running brand and it has taken giant strides to win back the core TG TASK IN HAND Back to back Global launch of the new series of adidas Pure silos for Women & Men in India PUREBOOST X! First ever running shoe designed for the modern sportswoman! The PureBOOST X is focused on performance without compromising on fashion! Launched in February 2016 PUREBOOST ZG! Inspired by professional athletes and fitness enthusiasts! adidas PureBOOST ZG is a running shoe created for the urban male runners! Introduced in March 2016 PR OBJECTIVE! Create an impactful launch to own social media conversations on a running-led fitness lifestyle! Secure 1 million & 2 million earned media impressions for PureBOOST X & PureBOOST ZG respectively! Achieve 30% sell through in 30 days of the launch of products in the market

CHALLENGES INSIGHTS! The back to back global launches were to be driven purely by PR using Social media. There were no advertising spends, whatsoever!

No celebrity or paid associations were permissible! The sneaker market s most important consumer is the online amplifier.

3 CHALLENGES INSIGHTS! The back to back global launches were to be driven purely by PR using Social media. There were no advertising spends, whatsoever! Build distinctive appeal for the brand in a cluttered market space! Position it as the hottest innovation and the must have sneaker of the season! No celebrity or paid associations were permissible! The sneaker market s most important consumer is the online amplifier. He or she looks for the latest and greatest from the hottest brands around. They look for shoes to deliver him or her the status. The status comes from the latest in design and innovation. It gives them credentials and proves they are in the know and the leading edge! Adopt a distinct approach for the different audiences

curated a Train to Run Pure Boost Camp in Mumbai for launching PureBOOST X, to provide an experiential engagement to the

4 CREATIVE SOLUTIONS Identified the amplifiers & influencers to aggressively lead the event through social media Conceptualized distinct events for each category, specifically in the city of Mumbai where maximum momentum could be driven Proposed & curated a Train to Run Pure Boost Camp in Mumbai for launching PureBOOST X, to provide an experiential engagement to the amplifiers Ideated and conceptualised an Energy Run a distinct activation to help engage the amplifiers for the launch of PureBOOST ZG

fitness trainers to create buzz on social media in the preceding weeks Convinced leading women s magazines like Vogue, Elle,

5 PUREBOOST X - EXECUTION Identified women driven by an active lifestyle for whom PureBOOST X symbolised a significant change in the sports industry that rarely made female-specific sports gear Reached out to the network of women bloggers, media influencers & fitness trainers to create buzz on social media in the preceding weeks Convinced leading women s magazines like Vogue, Elle, Grazia, Femina, BAZAAR to nominate team members to be a part of the training, apart from covering the event! < 40 women participated in total

Fitness trainers Ayesha Billimoria & Indira Baikerikar, runners Anupriya Kapoor & Shonima Kaul, as well as model & fitness enthusast Elena Fernandes led the boost camp While the launch event led to

6 Fitness trainers Ayesha Billimoria & Indira Baikerikar, runners Anupriya Kapoor & Shonima Kaul, as well as model & fitness enthusast Elena Fernandes led the boost camp While the launch event led to immediate social media buzz, PR consultancy assertively drove communication on the shoe by securing online review updates & throwback content, post the event for days by the bloggers and influencers

PUREBOOST ZG EXECUTION PR consultancy identified the

The run covered several iconic locations & pitstops where an

postrun get together, on-board a Yacht P.

7 PUREBOOST ZG EXECUTION PR consultancy identified the amplifiers and secured confirmations to join the Energy run The run covered several iconic locations & pitstops where an Amplifier s typical weekend is played out Culminating in the postrun get together, on-board a Yacht P.S : This was also the time of a busy cricket season and the day of India vs Pakistan WT20 match!

were a part of the run A video shoot encapsulating the high moments of the run was suggested to engage the participants & log the

8 Drove significant social media buzz 7 days ahead of the launch event and thereafter Fitness enthusiast Nagraj Harsha, runners including male models Karan Medappa, Prateek Jain, Prabh Upal, TV actors & relevant key bloggers, with an impactful following on social media were a part of the run A video shoot encapsulating the high moments of the run was suggested to engage the participants & log the experience to help amplifiers share with their followers adidasrunningin/videos/ / (Click on Slide Show)

Indonesia! 30% sell through in less than 19 days!! Sold out nationally in the first month! PUREBOOST ZG!

9 RESULTS PUREBOOST X! 1.3 million social media impressions in the launch week! India among the top 5 countries talking about PureBOOST X in the launch week alongside US, France, Malaysia & Indonesia! 30% sell through in less than 19 days!! Sold out nationally in the first month! PUREBOOST ZG! 3 million social media impressions in the launch week! Sold out nationally in the first month!! New Amplifiers joined the network of adidas running & switched from the competitor base

10 HISTORY MADE! PureBOOST ZG fastest selling running footwear in the sports industry s history in India by adidas! First time in the history of athletic footwear in India, a female concept priced at INR 10,000 was sold out in the first month!

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