Title	EQT SUPPORT 93/BERLIN
Brand	ADIDAS AG
Product/Service	ADIDAS EQT SUPPORT 93/BERLIN
Category	B10. Launch / Re-launch
Entrant	ADIDAS Herzogenaurach, GERMANY
Idea Creation	ADIDAS Herzogenaurach, GERMANY
Idea Creation 2	JUNG VON MATT Hamburg, GERMANY
PR	ADIDAS Herzogenaurach, GERMANY
Production	ADIDAS Herzogenaurach, GERMANY
Additional Company	BERLINER VERKEHRSBETRIEBE (BVG), GERMANY

Name	Company	Position
Till Jagla	adidas AG	Senior Director Product
Maja Romeike	adidas AG	Senior Manager Product
Markus Giering	adidas AG	Manager Public Relations
Oliver Brüggen	adidas AG	Senior Director Public Relations

Why is this work relevant for PR?

The campaign itself focused on only a limited number of channels and newsletters. Sometimes less is more. Keep it exclusive like the product - the adidas EQT Support 93/Berlin – that is the direction this campaign was to take. Those few channels enjoyed extensive virality and a huge response from the target group: The story was told more than 1,300 times and it received more than 125 million clicks / views. The intended hype led to lines of consumers camped for in front of the two stores several days in advance just to get their pair of these exclusive shoes.

Background

A new limited edition of the iconic sneaker EQT Support 93 was to be created. It was important to link this shoe to Berlin since the city plays a special role in street culture and to the adidas Equipment campaign. The city and its people shaped and influenced both the brand and the concept. With this specific project, adidas wanted to thank all of the EQT sneakerheads in Berlin for their loyalty and passion. This story was to be told exclusively on a few channels and then used to generate content on many other channels (earned media). Create a hype surrounding the new sneaker which should lead to extensive virality with a big reach.

Describe the creative idea

Berlin, a city full of contrasts, freethinkers, and originality, was the platform for a premiere: adidas Originals presented EQT Support 93/Berlin, together with the public transport company Berliner Verkehrsbetriebe (BVG). What’s special about the shoe is the pattern of the BVG seat covers that is featured on the TPU support element of the sneakers, making the model a collector's item right from the start. In addition, the limited-edition model featured an extended ticket for the BVG public transport network incorporated into its tongue. When worn, the EQT Support 93/Berlin shoes were valid from January 2016 through December 31st, 2018 as a ticket for all BVG means of transportation. That concept was the heart of the communication throughout every content on social media, blogs and newsletters.

Describe the strategy

The campaign should reach sneakerheads and creators especially in and around Berlin. Only a few channels with a handful of content was planned to keep the content exclusive. It was all about: less is more. Social media platforms like Facebook, Instagram, Twitter were chosen to reach the target group. Newsletters were sent to selected and dedicated blogs to force an additional hype. The creativity of the recipients was set free as they came up with their own material and insights instead of simply repeating what the brand’s PR team posted.

Describe the execution

PR prepared the content for the social media channels Facebook, Instagram and Twitter. In addition, newsletters were sent to blogs and press releases were issued. Timing was of the essence: First content was published one week before the product launch and sale in Berlin. Daily content was published to create and push the hype.

List the results

Media Outputs: Only a few posts (25 on social media, a press release and some newsletters) triggered more than 1,300 contents within 8 days. Many people camped up to 3 days in front of the two stores to get a pair of the shoes. The edition was limited (500 pairs) - the demand was high and many people could not get one. Target Audience Outcomes: In total, more than 125 million views / clicks throughout several channels were reached (value around 15 million €). Awareness raised.