Adidas france Q1
brand
newsletter
Don x nba
what
On Monday, January 8th, we welcomed 4x All-Star and All-NBA 2nd team Select, Donovan Mitchell in Paris. Our ambition was to celebrate the athlete & his presence in Paris for the NBA Paris Game, connecting this moment to the launch of D.O.N. ISSUE #5 in Europe and driving product visibility locally.
how
We partnered with the Paris Basketball community and invited 30 kids to spend a memorable moment with ‘Spida’ himself in a very intimate way. We also invited key French basketball media outlets, talents from our influence ecosystem and key FI accounts.
Over 60 selected guests joined us in this special moment.
The event took place in the Paris BFS in the Champs-Elysées. It combined a dedicated media moment (3 ITWs) and a Q&A with the audience where we got to learn more about Donovan & his personal experiences. Overall, the activation resulted in a potential reach of +130M (media, talents, own channels). On top, our top FR ecosystem was invited to attend the NBA Game on January 11th, as well as gifting them D.O.N ISSUE #5.
MEDIA COVERAGE HIGHLIGHTS
- @FIRSTTEAM101 (72K)
- @TRASHTALK.CO (104K)
- @PARISBASKETBALL
INFLUENCE+CM ECOSYSTEMS
- @ROOKICKS_ (168K)
- @OVERTIMELIAS (33K)
- @LUCIEAGS (27K)
MEDIA COVERAGE HIGHLIGHTS
SL 72
Incubation
at PFW
what
A premium seeding experience inside a curated apartment, where adidas 70s heritage meets sophistication and fashion in pure Parisian style.
how
L'APPARTEMENT SL 72, 50 rue de Turenne, 75003 Paris.
WHO
360 guests invited by CM, Newsroom, SpoMa,and Fashion WHS.
how
Take over a Parisian apartment strategically positioned near catwalk sites, Fashion WHS stores, and adidas OFS and showrooms, to offer our guests a premium and unexpected experience, while conveying SL 72 heritage.
Objectives
EDUCATE
Re-introduce a classic silhouette and educate consumers about its heritage through a 360 experience.
AUTHENTICATE
Grow awareness of & authenticate SL 72 through our most iconic cultural guardians, over indexing on her.
ENGAGE THE COMMUNITY
Connect with the female fashion community, via exclusive seeding experiences and activations at a key cultural moment.
BUILD HEAT
Generate media, social buzz and excitement around SL 72 and its heritage via memorable experiences.
Continue to establish adidas originals’ pillars of timelessness, “sport to culture” and self-expression via premium executions, while incubating sl 72 during a culturally relevant moment.
Seeding suite
results & feedback
MEDIA & NEWSROOM
High-profile media outlets and journalists/editors from countries such as France, Spain, UK or Italy swung by L'Appartement – inc. Esquire, Dazed, Harper's Bazaar, HypeBeast, Madame Figaro, Outpump Magazine, NSS – among others.
FI ACCOUNTS
Key WHS FI Partners visited the space: Kith, TBA, SNS, Shinzo, DSM, Naked CPH, Asphaltgold, BSTN, Offspring and END.
Accounts loved the intimate experience & approach during busy PFW and it pushed conversations about product/assortment for upcoming months.
Brown colorway almost sold out at The Broken Arm. More than 20 IG stories posted by Shinzo.
BRAND CAMPAIGN
Campaign Objectives :
Generate Brand heat in a multisport Campaign teasing the year of Olympics & improve our sports credibility messaging.
To introduce the Global 2024 Brand message that is going to be sued for the 3 chapters.
Creative direction Overview
To inspire a future generation of athletes, to make them believe YOU GOT THIS, we’re telling multi-sport stories featuring a wide range of individuals –both everyday and elite athletes. All of them tapping into a Backyard Mindset to overcome the negative pressure they face and reconnect with the joy of sport.
Event
Two main partners are part of the Brand campaign and local publishing plan illustrating the backyard purpose!
Adidas arena
PARIS HALF-MARATHON
Partners
Athlete endorsement
Sasha Zhoya integrated in the European edit (3D + 2D) and several media deals with athletes preparing for Paris 2024.
Paris Basketball & Paris Half Marathon
telling the stories of a young basketball fan and an everyday runner, both illustrating the backyard purpose.
Paid Media plan
Drive views, engagement & sentiment around adidas sports credibility.
🖥️ TV
Sports contexts
+ Mainstream prime
🚥 OOH / DOOH
La Chapelle giant OOH CNIT La Defense Chatelet corridor Tradezone Metro stations takeover
📽️ Cinéma
Dune movie
📢 SOCIAL / DIGITAL
Digital + SOCIAL 30”/15”/ 6”
WELCOME TO THE ADIDAS ARENA
The long-awaited adidas Arena just opened its doors on Sunday, February 11, with an unprecedented opening event. For the first time ever in adidas history, we became a key partner of such a cultural & sport-relevant venue. A year-round place for life, culture, sport & influence. Covering more than 3,000 square meters, the adidas arena will be a catalyst for the transformation of an entire neighborhood. It will also be the new home of Paris Basketball.
Beyond the Arena, and directly linked to it, the complex is also composed of 2 gymnasiums, 1 modular space, a 360° rooftop sky bar, restaurants, pop-up stores, etc. open to everyone, all year round! Sporting and cultural events will punctuate the life of the new Arena, connecting thousands of kids from Paris, greater Paris, and beyond through their unique passion for sport & culture.
A unique opportunity
for the brand
Besides being a unique venue, the adidas Arena is a great opportunity for the brand to win back Paris through 3 layers :
Connect with GEN Z and A
around sport and culture (65% of them being from GenZ and A).
Live our brand purpose
from local communities and Greater Paris will allow us to create a tangible connection between the brand and kids.
Accelerate our membership
members/year
through sports, culture exclusive access, and experiences.
For each event, our brand ecosystem and our employees will have access to unique and privileged experiences, granted exclusively through our partnership with the Paris City Hall and the Paris Basketball Club. adidas will also be able to access the entire Arena a few times a year for branded events.
An outstanding opening
event for our partners and employees
While the afternoon was punctuated by visits to the arena and activities based around sport and culture, the evening was marked by celebrations. An opening ceremony preceded an exciting match won by Paris Basketball (for which adidas has been the official sponsor since 2018) against Saint Quentin (87-65).
were present (media, influencers, athletes, agencies, federations, etc.)
to this special event, which ended with a gig by the French rapper Zola.
In the run-up to this event, a whole concept was born to symbolically hand over the keys to the arena to all the local communities. The concept was simple: no matter where they are from, we want to show the youth from Greater Paris that the adidas arena is their safe place, their new home, their backyard... and we are giving them the keys to unlock endless opportunities.
A story that will unfold over time
With a strong activation program, we are proud that we can contribute to the revitalization of an entire neighborhood, bringing our Game Plan to life in France.
ADIDAS x IMPULSTAR
Mid February, adidas arena hosted the final of IMPULSTAR, the biggest European street football tournament. Mixing sport, music and influence, IMPULSTAR is a platform that enables us to celebrate youth culture and connect with our GenZ target audience in an authentic way.
More than 8,000 people attended the event and got to see the newly opened adidas Arena, right after its inauguration on Feb 11.
This year, the tournament went next level with the best youth players (14-16YO male & female) of greater Paris competing against international teams from Argentina, Ivory Coast, Morocco and UK.
A stage to celebrate and create desire around our latest PREDATOR boots with a full takeover on pitch.
Athletes activation with appearances from players (Achraf Hakimi, Kadidiatou Diani, Selma Bacha, Youssouf Fofana, Leny Yoro… ) & legend (Rai) cheering and inspiring the next generation.
A 5 stars line-up of French music artists (Aya Nakamura, Niska, SDM, Franglish…) performing in an amazing atmosphere, alongside dancers and freestylers.
+80M Reach thanks to a huge PR & Publishing amplification plan : +400 top content creators, athletes, culture marketing and media partners invited.
For more content have a look at Impulstar’s Instagram account :
PREDATOR
The iconic Predator is back !
adidas Football launches the long-awaited Predator24 : Crafted for goals, endorsed by our best goal-scorers : Jude Bellingham, Gabriel Jesus & Kadi Diani amongst many others.
360 activation plan across all channels to create desire around the new Preds and land credibility with GenZ football audience.
TOOLKIT LOCALIZATION
with local key face Randal Kolo Muani.
DTC & WHS ACTIVATION
345 doors activated.
NEWSROOM
PR & Publishing amplification plan.
MEMBERSHIP
raffles to win signed boots & tickets for Impulstar.
IMPULSTAR FINAL
@ADIDAS ARENA
Half Marathon
On Sunday 3rd of March, the 31st edition of the Harmonie Mutuelle Half Marathon took place in the heart of Paris! ✨.
Paris Half Marathon was a great opportunity for us as a brand to show our running credibility and to engage our community in an impactful way.
adidas booth
to test & showcase our best products: Supernova (focus), Adizero and even the famous Adios Pro Evo 1!
+45% vs LY, record smashed! 🚀
& Expression wall.
for adiClub members.
adidas comfort zone
Additional area exclusive for adiClub members to relax and enjoy the day before the race.
Yoga sessions : bookable via the adidas app.
Free access to premium services: pressotherapy, massage chairs, adidas Runners corner, cheering area, drinks…
Meet & greet with
athletes
adidas Runners
training plan
for 40 AR: yoga session, core training, nutrition workshop, balneotherapy.
Shakeout run the day before the race with the 4 French athletes and 150 runners & Pasta Party at INSEP.
Fan Zone at KM 17: balloons, fanfare, drums, flags, banners...
After race Party in a bar with 200 AR : pressotherapy, music, food & drinks.
seeded to increase our share of voice on shoe count.
Spoma
Media press conference in the adidas Comfort Zone with Manon Trapp, Joan Chelimo Melly (ROU), Mehdi Frère, Hassan Chahdi et Bernard Koech (KEN).
Podiums 100% adidas!!!!!!
Membership
Pre race VIP experience for 2 winners: training plan, nutrition coaching…
Raffles to win the last available bib for the race & a unique experience for Berlin Marathon.
Total sign ups
Virtual race on adidas Running app
Retail
Specific set up at Champs Elysées flagship to highlight Paris Half.
Raffle to win bibs for the race: own retail stores & Intersport.
Product testing @Flagship store one month before the race.
new signing
Lena Mahfouf
Léna Mahfouf is the most famous Gen Z fashion influencer in France and one of internationally.She has been awarded in the top 15 fashion influencer of the world and is in the Women Forbes 40.
Strong amplification plan to activate Lena through 2024 with key appearances in key events, such as Fashion weeks / BFS opening in Champs elysses. Moreover, leveraging Lena as Global ambassador in the key brand campaign of adidas x Moonboot and overall a series of social posts planned aiming to increase product visibility.
Olympique Lyonnais
2025-2029 aiming to build up a long-standing partnership which started back in 2010
The contract extension is built around different blocks :
an ambitious new project for the male team focusing strongly on scouting and elevating OL academy even further.
a step change in women football with OL team (best female team in the world) benefiting from a standalone investment and activation plan.
adidas will open, before the Olympics Games,
its brand-new Flagship, located on the 88 Avenue des Champs-Elysées
3 floors dedicated to sport and the culture born from it
with the best of the Performance, Originals, Sportswear and Y-3 ranges.
Stay tuned, more to come soon !
