We all know the old adage – there’s no I in TEAM. For adidas they had the challenge of promoting their American Football portfolio in a way that used their 10 key athletes but clearly demonstrated no one individual player or position was more important than the team.
Talking to high school audiences the Thrill and Destroy campaign reflected the reality of the game. It’s about team. It’s about emotion. It’s about a blend of brilliance across a ‘spectrum’ of athletes - from the game changing running backs to the ferocious defence.
Our nationwide retail and digital campaign was rooted in real life insights from the players who make the game the phenomenal team sport it is. Each execution highlights the individual at that place where adidas is equipping them to take their game to the next level. The level where they inspire. The level where they 'Thrill and Destroy'!