adidas

Integrated online/offline marketing campaign
establishes adidas as a baseball brand leader

Challenge

adidas engaged 360i to develop its online, offline and in-store campaign in support of its emerging baseball category. The goal was to engage young ballplayers by educating them about how to play the game.

The brand had a three-word concept: Know the Code. 360i needed to make it real.

Solution

The Code defines the game of baseball. These are unwritten rules that guide each player to be their best — the players with the passion, the dedication, the authenticity; those who can stay grounded, while hitting it out of the park. These are the players who Know the Code.

360i developed the entire adidas "Know the Code" baseball campaign, including overall look and feel, retail point-of-sale, print, and digital components.

We designed the Web site to employ a subtle baseball-card metaphor so that the target audience could explore the Codes and adidas products through a highly visual experience.

On every "baseball card," professional athletes mentor young players by providing their on-field perspectives on how to play the game better. Product highlights and "buy now" links drive sales to shopadidas.com, adidas' online store and to Dick's Sporting Goods, adidas' strategic retail partner.

Results

This resulted in an engaging, interactive Web site that immersed young ballplayers in the Code and associated adidas products with key player attributes such as Speed, Power and Hustle. Each visitor spent an average of 5 minutes on the site.