The adidas Originals category (sub-brand) has been critically important to expand the adidas brand into the lifestyle and fashion segment. adidas Originals had been known for cool retro and sports-inspired product. As part of the global strategic direction we designed and implemented a two year brand marketing strategy to reposition Originals in the local market places. The below samples illustrate how this has been done in Turkey with a focus on the key city Istanbul.
The focused execution allowed us to build the adidas Originals presence in lifestyle and fashion accounts from virtually nothing to 7% of the total business.
Future House was an important start. Situated in the heart of Karakoy – one of the most important cultural centers of Istanbul with a vibrant entertainment and socializing scene – Future House featured over a 6 weeks period concerts, product launch events, workshops, presentations, media events and special launches. The continuous activation allowed the brand to connect with consumers, build strong relations with the fashion publications / editors, influential bloggers, stylists, film artists, musicians, artists and many celebrities.
Launching new concepts / products has primarily been focused on relevant digital channels, social media engaging influencers, bloggers and endorsed assets as well as strong launches at retail – in the original stores as well as lifestyle and fashion accounts. Localized video content with campaign relevant influencers formed an important core of lunching through digital and social. Here in short two examples – launching Arkyn and EQT.
Arkyn
Focus on seeding and and social media, using short video/teasers to enforce story telling and social media penetration.
Rich product and story telling on eCOM and targeted digital campaigns driving traffic to eCOM and fashion accounts.
Featuring key Turkish influencers that examplify the underlying story of Originals/Arkyn: Oyku Bastas (architekt & model), Nil Ipek (singer and tattoos artist), Tulin Bozuyuk (chef & ceramic artist), Deniz Ozturhan (comedian & writer) and Ayca Elkap (stylist & illustrator)
The Campaign has been rounded up by organizing breakfast meetings with the featured influencers and key fashion oriented media/publications to reinforce through relevant PR.
Retail execution in Originals stores as well as lifestyle and fashion accounts with a focus on standing out in terms of window execution, merchandising and telling a compelling story in-store.
Oyku Bastas Teaser
Deniz Ozturkan Teaser
EQT
Follows a similar line as Arkyn with teaser videos to drive awareness and tell the story via social media – video & photo shoots with 17 key influencers.
As for all launched superb story telling and visual merchandising have been important vehicles to seamlessly connect and extend the excitement into the store environment
Teaser Videos
As mentioned earlier, the opening of stand alone adidas Originals stores has been a key component of strengthening the identity and uniqueness of the Originals brand in the eyes for the consumers as well as partners. As part of the roll-out it has been instrumental to open a flag-ship. Selecting the right location was critical and we opted for Tesvikye / Nisanatasi, the most important shopping areas/street for lifestyle and fashion conscious consumers in Istanbul. The opening of the OFDD (flag-ship) was embedded into a holistic campaign featuring pre-launch teasers, a VIP and consumer opening event and strong endorsement by key influencers. The campaign helped to quickly establish the Tesvikye store as the adidas Originals fashion destination in Istanbul and Turkey.
Extending adidas Originals into the fashion world and entering key lifestyle and fashion customers was a core element of the strategy. Adidas delivered an immensely powerful range of concepts and products suitable for that sector and it provided us with the entry point into important new channels. Connecting to key fashion publications / editors, fashion customers and embedding key influencers was important. So was creating a separate environment to presenting and selling-in to fashion accounts. The House of Originals example is the local adoptation of the global Best Practice to best endorse the fashion media and customers. The video illustrates the set-up for the adidas Originals brand. The same philosophy has been applied to presenting and selling Reebok fashion lines