adidas Z.N.E. franchise was in its third year, and saw increasingly stiff competition from fast retail players as a result of the athletisure trend. We needed to find a way to refresh the franchise and disrupt the market.
Knowing the hunger for innovation and novelty our Chinese stylish athletes have, this was paramount to create value for Z.N.E. beyond just the product itself. We zeroed in on the new innovative product feature, and created a device of Rip, Unleash. – highly relevant to stylish athletes’ mentality and media behavior, that translated into a social challenge that inserted Z.N.E. into the culture conversation.
With visually arresting creative, dynamic media formats and desirable social currency, the simplicity of Rip, Unleash. cut through the media clutter and captured our stylish athletes’ short attention span, as well contributing to an overall net sales value growth.