Delivering global campaigns for one of the world’s top sports brands
Adidas was looking to enter the outdoor jacket market and needed a design agency partner to help create a strong worldwide campaign focused on digital marketing. The campaign, called ‘Built To Defy’, was intended to build on Adidas’s reputation, global brand reach and impressive athlete portfolio to engage with customers interested in technical jackets for the fall season.
The ‘Built To Defy’ campaign required Mates Inc. to coordinate with multiple agency partners to deliver a wide range of marketing assets across a tight timeline. This presented several challenges, including the need to effectively manage project resources and ensure consistent messaging across all assets.
Mates firstly undertook research and analysis to understand the competitive landscape, target audience and key trends in the outdoor jacket market. We also analysed the strengths and weaknesses of Adidas’s brand and athlete portfolio to identify opportunities for differentiation and engagement.
Based on that research and analysis, we developed a campaign concept and strategy that leveraged Adidas’s brand and athlete portfolio to effectively engage with customers and drive sales. This included identifying specific marketing channels and agreed tactics to be used, including setting performance targets and a budget.
Mates then worked with the client to develop creative assets for the campaign, including visual elements such as logos, graphics and imagery, as well as messaging and copywriting.
Once the campaign assets were developed and approved, we worked with Adidas to implement the campaign across what we perceived and agreed to be the most effective marketing channels. This meant coordinating with agency partners, managing budgets and resources, and tracking and analysing campaign performance.
As the campaign progressed, Mates monitored performance data to identify areas for optimisation and refinement. This involved tweaking campaign assets, targeting or tactics in order to improve performance and meet or exceed the set performance targets.
"Working with Jack and the team was a pleasure."
Global Brand Director, Adidas Outdoor