Speed over everything.
Here is what I did while running the adidas Football social strategy ↴
Fast. Quick. Speed. Bolt. Vrooom.
Friday Night Stripes.
adidas and Twitter partnered to create ‘Friday Night Stripes’ – the first-ever live streaming series of high school football games on Twitter. An 8-game series featuring nationally-ranked teams from across the country, including teams from California, Nevada, Indiana, Georgia, Florida, and Texas. Talent included ESPN and SEC Network’s play-by-play announcer Courtney Lyle, with analysis by Super Bowl XLV Champion A.J. Hawk of the Green Bay Packers and sideline reporting by YouTube personality Cameron “Scooter” Magruder.
Twitter’s full-service team worked with adidas to determine the best content to showcase, developed a media plan that targeted the right audience, provided dedicated technical support, tools to share show clips, real-time analytics, etc.
EARNED MEDA COVERAGE:
adidas x BAPE x SB LIII
adidas Football partnered with BAPE for a campaign during Super Bowl LIII. It included a hype product collection that was exclusively offered at a local sneaker shop in Atlant, Social Status, at a pop-up location announced the same day. There was also a VIP lounge, a grassroots event, women in Football camp, Twitch livestream consisting of athlete interviews, and an animated series featuring adidas athletes and Quavo from Migos.
The multi-level campaign took great effort to pull off and it was excellent to see the results afterward. During Superbowl Week, the @adidasfballus channel grew by 18% and had the most engaged with content to date. The BAPE collection saw 100% sell-thru and was done so within the first hour after going live.