“adidas is all in”: The largest brand campaign in the history of adidas is spatially continued at the Point of Sale with a new brand design by the D’art Design Gruppe.
“adidas is all in” is the largest brand campaign in the history of adidas. Artists and sportspeople like Katy Perry and Lionel Messi convey the adidas message via TV, the internet and bills. “All are driven by this passion they feel for what they do”. This is the message that adidas communicates with the presentation and activation of its highlight products at 17 chosen trade partners in Germany, Austria and Switzerland. The trainers adizero F50 Football and "adizero F50 Runner" as well as Clima Cool with their unique features are arranged by adidas with guerilla actions within the direct surroundings of the Points of Sale. This promotes the target group's identification with the brand. The D’art Design Gruppe adapted the POS design to the different products and also continued the campaign in Germany, Austria and Switzerland at the Point of Sale.
The POS design by the D’art Design Gruppe was implemented in Germany, Austria and Switzerland. Simultaneously with the press launch, Guerilla actions place the brand design of the brand initiative “adidas is all in” 2011 at 17 top trade partners. In order to reach out to young people with this campaign, adidas starts actions like flash mobs and other dynamic promotion actions that lead towards the Point of Sale design. The deciding factor for the development of these actions is the transport of the USP, the direct connection with the brand campaign that is present all over Germany and the fact that everything emotionally leads towards the Point of Sale. There, the key products are arranged by a dynamic brand design: via interactive window displays, signage systems, highlight presenters or numerous various shop modules. They visualize the specialities of Clima Cool or adizero and spatially continue their key stories.