Adidas is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. Despite the company’s 95 year history, Adidas only came to India in the 1990s. So in 2019 when Adidas Originals released their throwback Home of Classics collection in India, they turned to MIK to create excitement around their re-vamped iconic collection.
How do we generate a feeling of nostalgia and cultural significance around a brand with a relatively short history in India? And how do we compete for attention in a saturated shoe market?
MIK created a Spotify campaign focused around a custom-built API that quizzed users to reveal the Adidas Classic shoe that best fits their personality. Upon completing the quiz, users were served their Classic style (either Supercourt, Superstar, Stan Smith or Continental) as well as a custom Spotify playlist to accompany their perfect fit. The use of a playlist helped users to associate the Home of Classics Collection with artists and build a sense of cultural significance around the brand. At the end of the quiz, users were prompted to either purchase the shoe (and go in the running to win flights to the global shoe event Sole DXB) or view the entire HOC collection. To maximise the number of unique users, we produced a series of integrated audio spots that created excitement and directed listeners to the API.
Following the success of the campaign in India, Adidas and Spotify decided to localise the campaign for Adidas in Australia.