Project Brief:
adidas wanted to re-establish their presence in the compression apparel market, and was preparing to rollout new TechFit compression football jerseys for seven NCAA teams.  adidas competitors were already associated with compression apparel and had spent significantly to gain market share, yet adidas had no media dollars to support the initiative.  Unable to use traditional means to promote the TechFit product, they turned to Isobar for a solution to breakthrough and win the hearts and minds of their target consumer – high school athletes.

Recognizing that college scholarships are the goal for elite high school athletes, we came up with a creative concept that leveraged the excitement of the college football season and its teams to inspire high school athletes to choose adidas for their compression apparel needs.  Our solution:  killer video content with a twist.

We shot eight videos in total.  In the first, we see Friday Night Lights actor Michael B. Jordan getting ready for a game by putting on his TechFit base layer.  Under this intense and personal scene, we hear Michael talk about taking his game to the next level and what it takes to go from Friday Nights (high school games) to Saturday afternoons (college games).

Seven other videos tapped into the love athletes and fans feel for their favorite college football program.  In each video, Michael holds up a college’s adidas TechFit jersey while intoning the lyrics to the college fight song.  The videos depict the TechFit technology while touting the new compression jerseys that will be worn by 7 college teams this season.

adidas TechFit Michigan Football Jersey

adidas TechFit UCLA Football Jersey

adidas TechFit Texas A&M Football Jersey

adidas TechFit Tennessee Football Jersey

adidas TechFit Notre Dame Football Jersey

adidas TechFit Louisville Football Jersey

adidas TechFit Cincinnati Football Jersey

Online, people rallied to see their college fight song glorified, and news of the new adidas TechFit compression jerseys spread far and wide.  Best of all, our screen-neutral approach to creating video content means adidas was able to use the videos on stadium jumbotrons, TV, smartphones and on individual college sites.  For added pop, we even posted the videos as YouTube response videos on college football highlights.  The content we created was emotional, powerful, and immensely versatile.  Purely viral efforts on YouTube drove 200,000+ views in one week.