LONDON: Adidas has pulled together a team of five agencies to create an integrated multi-channel launch campaign for its brand new range of soccer cleats, Nitrocharge.
Lead comms agency United State of Fans\TBWA worked with global PR agency Hill+Knowlton Strategies, social agency We Are Social, digital agency Tribal DDB Amsterdam, and retail design agency Fitch on the project.
Together the five agencies created a campaign that spanned advertising, PR, digital, retail, and experiential for the Nitrocharge launch, which kicked off with a 60-second TV campaign during the UEFA Champions League Final in London on May 16.
Adidas said the new cleat, which joins the Predator, f50, and adiPure ranges, has been designed for a specific type of player, dubbed “The Engine” and described as "someone who is always on, running, tackling, and passing with relentless energy and absolutely no fear.”
This player type was key to the design of the cleat, which incorporates technology focused on increasing and retaining as much energy as possible, as well as the overarching campaign.
Brand ambassadors Javi Martinez of soccer team Bayern Munich and Sven Bender of Borussia Dortmund wore the new sports shoe during the Champions League Final. Other “Engine” players such as AS Roma's Daniele De Rossi, Barcelona's Dani Alves, and Paris St Germain's Ezequiel Lavezzi will also wear the cleat.
United State of Fans/TBWA worked on the creation of the Nitrocharge advertising campaign, including the TV ad, which amassed over 2.4 million hits on YouTube in the first week of launch and is due to air throughout the world during key soccer matches over the next few weeks.
In addition to the TV spot, the campaign includes the Tribal DDB Amsterdam-developed nitrocharge.com platform, which allows fans to engage the brand via a digital experience that includes a mobile motion-navigated game, a product experience, and “The Engine Room” social media and PR hub.
The social campaign was led by We Are Social, which used the #TheEngine tag to drive interest in and tease the cleat to fans ahead of the launch, while also working on a concept called “Power Pitch,” an event intended to identify the ultimate “Engine” via a series of local events culminating in the Power Pitch final in 2014 World Cup host country Brazil.
Fitch developed the point of sale material for the campaign, including 2D graphic and 3D experiential design, while Hill+Knowlton Strategies used data from sports statisticians Opta to develop the idea of “The Engine” and create a story around the player type with soccer and sports media.
This article originally appeared on the website of Marketing, PRWeek's sister publication under Haymarket Media.