adidas wanted to use its athletes to promote the extended Techfit range, communicating the multi-sport options and new styles. Our response? ‘What’s underneath counts’
We didn’t have access to the athletes to photograph them in the range, so the challenge of showcasing a product worn underneath the outer kit layer was a big one. But by using stock shots of featured athletes in action, we crafted visually exciting creative that showed the power of their movement blasting away the outer kit to reveal the Techfit base layer underneath.
Savvy produced every element of the campaign, including concept, photography, key visuals and a full retail toolkit for activation locally across the world. We also produced a premium 3D window execution for Arnotts in Dublin.
From shooting Techfit on-model right through to in-store installation, Savvy brought together each layer of the campaign to communicate the message in an impactful and intuitive way. It was such a success it’s been extended for the next season.
It’s been a long process and you’ve worked extremely hard to get it right. Looking at the materials shared, it was definitely worth it so big thanks from the product side for bringing this home!”Maik Rucks, global category manager