Situation
adidas had a new line of marquee shoes that needed to drive awareness of their brand and compete in the frantic and cluttered arena of the footwear category during Back-To-School.
Solution
Using Animarketing we created a brand icon from scratch that defined the benefits of the line and empathized with how Tweens viewed sports and athletic performance. Captain Velocity was fashioned to exhibit the ambivalence Tweens harbored towards athleticism and to tap into the cultural obsession with super-heroes. Captain V. was designed specifically to be instantly relevant, drive a 2-week spurt of TV media and a digital program.
Results
Captain Velocity upped the ante—following just 2 weeks of advertising adidas saw a 693% increase in sale vs. Y.A. (Even more impressive given that YA was a BOGO program that was not implemented during Captain Velocity’s launch.)
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Captain Velocity: “Slow Day” -
Captain Velocity: “Training Day”