adidas had slid back into second place behind Nike in the global football category, so we identified the biggest drivers of commercial and brand leadership – and then develop an action plan covering the many marketing channels and assets at their disposal.

To drive brand and commercial leadership, we defined adidas’s most influential consumers and their attitudes to culture, design and technology as well as playing football. To win them back, we pinpointed an overall need for adidas to shift its marketing model – from visibility to talkability.

This shift informed the brand’s approach across the board – including how it developed its products, services, sponsorships, retail and digital marketing activity. Last year, adidas increased global soccer sales by €300 million and have now overtaken Nike as the world’s biggest football brand.

For more information on our work with adidas, contact Matt Boffey here.