iris launches nationwide campaigns for adidas in Oz
February 2nd, 2010
adidas will launch two nationwide campaigns by iris in sports stores across Australia this week for its 118 Pro boot and Predator boot.
Both campaigns will go live at the same time and will work in tandem to position adidas as the leader in football boot technology, style and comfort, owning the retail space during this key boot-selling time of the lead-up to the World Cup. The campaigns aim to leverage adidas’ association with the event itself and leading athletes to drive the brand’s sporting credentials.
118 Pro boot creative
118 Pro
adidas has tasked iris with creating a new identity for the adidas 118 Pro football boot to launch the boot into adidas own retail and wholesale retail environments.
The campaign revolves around the idea that when it comes to football in Australia, there is one thing that all codes have in common: the hard surfaces that all sports are played on. No matter what level you play at, all football pitches are like concrete. But with its EVA wedge, adiPRENE heel, and TRAXION sole, the 118 Pro has been designed to protect and support the foot in these conditions.
The creative execution features powerful imagery that shows Aussie football pitches replaced with rock-hard surfaces and illustrates how the boot has been purpose-built for Australian conditions. In-store, the creative will be executed through a wide variety of POS materials.
Predator X
The second campaign revolves around adidas’ most premium and elite boot range – the Predator. adidas tasked iris with creating a compelling range of in-store POS materials to inspire its target audience of 14-34 year old A-Spender males to try the new Predator X boot, now in its 10th generation.
As the boot of choice for many professionals, iris’ campaign features global footballing legends Steven Gerrard and Tim Cahill. The campaign carries the strapline “Every Team Needs The Gladiator” and positions Tim Cahill as the gladiator in the story, whilst keeping the boot the ultimate hero of all its messaging.
Tags: creative, integrated, retail