adidas FC Bayern Speedfactory Activation
For this campaign activation, adidas, FC Bayern and the I&Y Academy were to be brought together. The goal was to activate the third FC Bayern jersey of the 19/20 season as part of the US Tour. The cooperation with the I&Y Academy of adidas Asset Dr. Dre was to be used to develop a story around the product. Furthermore, the adidas Speedfactory was to be integrated into the communication.
To bring the many different components of this activation together in a coherent way, the story was told through the FC Bayern athletes David Alaba and Serge Gnabry. During FC Bayern's US tour, the two streetwear-loving players were to visit the I&Y Academy. Each player was assigned a team of students. The teams were then confronted with a challenge: Design a sneaker inspired by FC Bayern's third jersey. The students were then sent into creation and asked to document their process. In the end, the community was allowed to decide on the designs in a digital voting: Team Alaba or Team Gnabry. The winning design was produced in the adidas Speedfactory.
The activation was set up via the social channels of the assets and clubs. The strategy was to tell as much as possible via the assets and their own channels. The challenge here was to brief the parties involved in order to control the authentic content as much as possible. Thus, under our creative direction, CTA's were created by Alaba and Gnabry to drive the story forward and call for community involvement. Extra Momentum was generated through briefed support content from the assets Snoop Dogg, Dr. Dre and Jimmy Iovine. The students of the Iovine & Young Academy were briefed by us on the independent content production.
In addition to this self-generated content, we also produced own content during the FC Bayern US Tour. We were on site with a team to generate process accompanying content. At the end of the campaign, all content was brought together in a Recap Hero Video.
Although the activation was strongly tailored to social and 3D content, we also produced classic product photography including the corresponding layouts. The implementation of the campaign tools on the relevant digital platforms was also handled by us. This included the design of the components for the ECOM pages of the campaign partners including all corresponding copy.
Diamonds on the chest with three stripes next to it: an iconic combination. For more than 50 years, adidas and FC Bayern have been in successful partnership. Since winter 2015, we have been part of that team and support FC Bayern as the lead agency for campaigns and 360°brand activation.
adidas FC Bayern Munich
adidas FC Bayern Speedfactory