adidas Hockey — Parley
Concept/Purpose of the Work:
adidas wanted to go big for the big game making it show time for their big story—shoes and apparel sustainably made with Parley plastic from the ocean. They were looking to break through with this future-is-now product that everyone should be supporting. After all, the oceans are all of ours.
Results of the Work:
Beyond driving Parley traffic sales, we crafted an engagement strategy that invited guests to help raise awareness in the community around the plastic crisis. adidas made a donation in the name of each guest who made a purchase to the University of Miami’s Marine Science program that was designed to blend ocean activism, education and research. Guests were given a chip and asked by store associates to sign their name and take the pledge to raise awareness around the ocean plastic crisis. They then could drop their chip into the store’s oversized community connect board, a symbol of ‘Team adidas Miami.’
How the Work Was Delivered to the Masses:
The adidas Parley brand experience came to life across several high traffic retail stores in and around Miami during the week of the Super Bowl attracting both locals and tourists in town for the big game. In addition, the campaign rolled out in other key brand markets like New York, Los Angeles and Portland. Awareness was generated on social media to drive traffic to store.
Ali Weber: Acct
Alex Eastman: PM
Jason Strong: ECD
James Robinson: CD
Ezra Dahl, Robb McNeill, Beth Ng: Designers
Steve DeLorem: Production