We needed to feature some fresh kind of sport to bring some hype factor into our communication. We chose skiing — the sport which had no hype.
But we changed that. We built an Adidas ski base with free ski rentals and daily trainings. For the lazy ones — a pop-up ski base with master classes drove through the parks.
And by the way, we made the first ski races in Adidas history.
Visitors were invited to trainings with coaches through targeted banner campaigns. Depending on their interests, different banners were displayed.
Adidas remained the #1 winter brand in awareness and strengthened their leadership position on the market. But the most important thing — we got Russians outside training in the cold.