Founded in 1948, the three stripes of the adidas logo have become synonymous with global sporting excellence and are now one of the most recognised brands in the sports industry. When adidas first diversified into the eyewear market, they brought with them an unparalleled level of expertise and it came as no surprise to many that they quickly became one of the most respected players in the market.
The Challenge
Building awareness of the brand’s entry into the optical frames market, adidas challenged us to engage a sports-focused audience with a new product used primarily in the office. The hero products of the campaign were the ‘Invoke Series’. With key features including SPX frames, adjustable nose pads and memory hinges to fit the user, the Invoke were the highest performance frames on the market. The key challenge of the campaign was to utilise the brands ambassadors and maintain the brand’s aspirational sports positioning in a non-sports environment.
The Result
In response to the brief we created the adidas ‘See Better Be Better’ Invoke Series campaign. We ran a photo shoot with Giovanni Visconti, a professional road cyclist, capturing the athlete in a broad variety or reportage scenarios. We then created a highly adaptable ‘block style’ creative template that could be easily tailored to a broad variety of applications. We also developed a series of premium in-store POS units to support the launch of these highly technical glasses.
