February(&(March(2016( - PR Punditprpundit.com/pdf/caseStudy/adidas_Pure_Boost_silos...TASK IN HAND Back to back Global launch of the new series of adidas Pure silos for Women & Men

adidas%Pure%Silos%Series%Global%Launch%3%India%February(&(March(2016(

! Create an impactful launch to own social media conversations on a running-led fitness lifestyle

! Secure 1 million & 2 million earned media impressions for PureBOOST X & PureBOOST ZG respectively

! Achieve 30% sell through in 30 days of the launch of products in the market

PR OBJECTIVE

PUREBOOST X PUREBOOST ZG

Back to back Global launch of the new series of adidas Pure silos for Women & Men in India TASK IN HAND

!  First ever running shoe designed for the modern sportswoman

!  The PureBOOST X is focused on performance without compromising on fashion

!  Launched in February 2016

!  Inspired by professional athletes and fitness enthusiasts

!  adidas PureBOOST ZG is a running shoe created for the urban male runners

!  Introduced in March 2016

OVERVIEW

adidas’ mission is to be India‘s dominant running brand and it has taken giant strides to win back the core TG

CHALLENGES

!  The back to back global launches were to

be driven purely by PR using Social media. There were no advertising spends, whatsoever

!  Build distinctive appeal for the brand in a cluttered market space

!  Position it as the hottest innovation and the must have sneaker of the season

!  No celebrity or paid associations were permissible

!  The sneaker market’s most important consumer is the online amplifier. He or she looks for the latest and greatest from the hottest brands around. They look for shoes to deliver him or her the status. The status comes from the latest in design and innovation. It gives them credentials and proves they are in the know and the leading edge

!  Adopt a distinct approach for the different audiences

INSIGHTS

CREATIVE SOLUTIONS

Identified the amplifiers & influencers to aggressively lead the event through social

media

Conceptualized distinct events for each

category, specifically in the city of Mumbai where maximum momentum could be driven

Proposed & curated a ‘Train to Run Pure

Boost Camp’ in Mumbai for launching PureBOOST X, to provide an experiential

engagement to the amplifiers

Ideated and conceptualised an ‘Energy Run’ a

distinct activation to help engage the amplifiers for the launch of PureBOOST ZG

PUREBOOST X - EXECUTION

Identified women driven by an active lifestyle for whom PureBOOST X symbolised a

significant change in the sports industry that rarely made female-specific sports gear

Reached out to the network of women

bloggers, media influencers & fitness trainers to create buzz on social media in the

preceding weeks

Convinced leading women’s magazines like

Vogue, Elle, Grazia, Femina, BAZAAR to nominate team members to be a part of the

training, apart from covering the event! < 40 women participated in total

Fitness trainers Ayesha Billimoria & Indira Baikerikar, runners Anupriya Kapoor & Shonima Kaul, as well as model & fitness enthusast Elena Fernandes led the boost camp

While the launch event led to immediate social media buzz, PR consultancy assertively drove communication on the shoe by securing online review updates & throwback content, post the event for 10-15 days by the bloggers and influencers

PUREBOOST ZG – EXECUTION

P.S : This was also the time of a busy cricket season and the day of India vs Pakistan WT20 match!

PR consultancy identified the amplifiers and secured confirmations to join the Energy run

The run covered several iconic locations & ‘pit-stops’ where an ‘Amplifier’s’ typical weekend is played out

Culminating in the ‘post- run’ get together, on-board a Yacht

Drove significant social media buzz 7 days ahead of the launch event

and thereafter

Fitness enthusiast Nagraj Harsha, runners including male models Karan Medappa, Prateek Jain, Prabh Upal, TV actors & relevant key bloggers, with an impactful following on social media were a part of the run

A video shoot encapsulating the high moments of the run was suggested to engage the participants & log the experience to help amplifiers share with their followers

https://www.facebook.com/adidasrunningIN/videos/1687589648159037/

(Click on Slide Show)

!  1.3 million social media impressions in the launch week

!  India among the top 5 countries talking about PureBOOST X in the launch week alongside US, France, Malaysia & Indonesia

!  30% sell through in less than 19 days!

!  Sold out nationally in the first month!

RESULTS

!  3 million social media impressions in the launch week

!  Sold out nationally in the first month!

!  New ‘Amplifiers’ joined the network of adidas running & switched from the competitor base

PUREBOOST X PUREBOOST ZG

HISTORY MADE! PureBOOST ZG fastest selling running footwear in the sports industry’s history in India by adidas!

First time in the history of athletic footwear in India, a female concept priced at INR 10,000 was sold out in the first month!