Ready For Sport

Global Sports Marketing Campaign

Partners since 2002, Iris is adidas’ lead global strategic and creative agency for Football. We’re also a global partner across adidas’ Training, Olympics & Women’s categories.

COVID-19 prompted many brands to deliver monotonous messages of overcoming adversity. We saw an opportunity for adidas to deliver a more optimistic, motivational message. ‘Ready for Sport’ was a proactive idea put forward by Iris to adidas’ global brand team. We wanted to help adidas create excitement for the return of sport, and show that sport brings hope and joy.

The 75” hero film launched via adidas employees’ social feeds, adidas’ global social channels and athlete’s accounts. With 169M views, it became adidas’ second most viewed campaign ever.

Client

Specialisms involved

Partners since 2002, Iris is adidas’ lead global strategic and creative agency for Football. We’re also a global partner across adidas’ Training, Olympics & Women’s categories.

The 75” hero film launched via adidas employees’ social feeds, adidas’ global social channels and athlete’s accounts. With 169M views, it became adidas’ second most viewed campaign ever.

Alongside the film, we created a GIPHY Instagram sticker that read “READY FOR ___” and encouraged adidas employees, athletes and fans to fill in the activity or sport they are most looking forward to experiencing again, amplifying the message further.

Following this success, adidas wanted to build equity in ‘Ready For Sport’ to create a unifying, global brand narrative for all of its categories. The integrated campaign was activated via a toolkit by ALL adidas markets globally, across football, athletics, women’s training, tennis, outdoor, basketball, US football, golf and rugby.

We delivered assets for physical and digital retail, OOH and digital media, plus an 18 episode social content series. For the ’final brand anthem’, we produced a 60” TV ad.