Launching The Next Chapter In Adidas Basketball
- Clientadidas Originals
- IndustryFashion & Beauty
- ServicesMarketing · Customer Experience · Branding
- CapabilitiesBrand Transformation Strategy · Content strategy · Brand Platform Narrative
Adidas Futurenatural Launch Campaign
In early 2021, Adidas Basketball launched a new technology, ushering in a daring new era in performance through the brand’s biggest basketball star, James Harden. This launch featured an all-new silhouette, The Harden Vol. 5, and introduced the brand’s newest technology: Futurenatural, set to change the landscape of the space.
Through a combination of on- and off-foot photography, technical illustrations, and longer form video content, Code and Theory introduced a new proprietary technology by Adidas.
Key Takeaways
Boosted Brand Sentiment and Sales
Seamless Technology Integration Achieved
Strategic Market Leadership Established
Harden's Futurenatural Storytelling Campaign
With a goal of generating positive sentiment for the Harden brand within Adidas Basketball, Harden’s story was told through the lens of the Futurenatural technology. By drawing a connection between the shoe’s design and Harden’s skills on the court, consumers had a new appreciation for the athlete’s commitment to being “one step ahead.”
Storytelling Ecosystem
The interconnected story between James Harden, Futurenatural, and The Harden Vol. 5 was purposefully deployed across the ecosystem—leveraging a variety of formats and parsing out conversion touchpoints from storytelling-led ones.
Innovative Tech
As Adidas’s newest and most revolutionary piece of technology, Futurenatural was put at the forefront of the campaign narrative. The technology story was told by both literally and figuratively breaking down The Harden Vol. 5—showing how the Futurenatural shoe mold worked together with other Adidas technology, like Boost, to create the lightest, most responsive basketball shoe on the market.
Shoes Sell Out Nationwide
Within 24 hours, the shoe completely sold out in US markets.
What We Did
Campaign
Content
Brand Identity
Technology
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Redefining Fit
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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