Reboosting a Fashion Icon
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In 2015, the adidas Ultraboost running shoe hit the streets as the first of its kind. Sitting on a brand new midsole compound, Ultraboost introduced the concept of “energy return,” a positive feedback loop between runner and shoe.
1
The Background
The Ultraboost gained traction fast and soon became the first running shoe with serious hype. In fact, Ultraboost made such an impact on the fashion sneaker market that it began to lose credibility as a true performance shoe.
With competitors also beginning to encroach on the world of energy return, adidas needed to defend their position with the global launch of Ultraboost 19.
It was time to reaffirm Ultraboost as an icon of running.
Adidas would go back to the community that made Ultraboost such a success in the first place–bringing together 4,000 runners to pull apart Ultraboost and reimagine what a performance shoe could be.
Ultraboost 19 was described with one word: “Reboosted.”
Our challenge: create an omni-channel campaign that connected all points of the consumer experience across digital and physical, ultimately driving to purchase.
2
The Strategy
Bespoke toolkits
We built hype across all digital touch-points with bespoke toolkits to support the limited edition, pre-release color-ways. This allowed us to seed the product story with an audience that was already engaged in the franchise.
Targeted CRM
We engaged consumers like never before with personalized CRM content based on affinity to running vs. style. These custom variations reinforced the shoe’s performance authority while still maintaining credibility with the streetwear audience.
Editorial content
We spearheaded the brand’s first foray into bold and engaging long-form editorial content that drove SEO value and further established adidas as a running authority.
Campaign hub
We designed custom creative tools that brought the Reboosted narrative to life and enhanced the purchase experience at every step.
Connected retail
We continued the Ultraboost 19 story in retail with digital activations that brought the features of the shoe to life, creating smart fixtures that animated when customers interacted with footwear and apparel.
3
The Response
It was a runaway hit.
When Ultraboost 19 finally hit the shelves, adidas saw significant product sell-through in just the first 10 days:
- 14% in North America
- 23% in Western Europe
- 11% in APAC