apparel category
gold
adidas 'Impossible is Nothing/Hello Tomorrow' campaign
TRAILING BEHIND market leader Nike in image perception and advertising budget, adidas attempted to close the gap through launching its intelligent sports shoe, adidas_1, claimed to be the world's first shoes fitted with a computer chip and battery powered sensor to adjust the cushioning to the runner's step, pace or weight.
To sell 80 per cent of the shoes' local stock in the first three weeks of the campaign was just one objective. The more fundamental goals were to make adidas look cooler and appear more innovative than its competitor to its key customers - the 'Black Collars', 18 to 24-year-old men who are the first to snap up new 'cool' gadgets as soon as they are in the shops.
Directed by adidas Hong Kong, TBWA Hong Kong orchestrated the 'Impossible is Nothing' campaign, which encompassed television, outdoor, in-store, online and public relations activities. The campaign was launched in April last year.