The coronavirus pandemic prompted many brands to deliver monotonous messages of overcoming adversity. We saw an opportunity for adidas to deliver a more optimistic, motivational message.

We wanted to create excitement for the return of sport, and show that sport brings hope, joy and optimism. Whilst also giving adidas’ athletes a platform to reflect on their sport and their hopes for the future.

‘Ready for Sport’ - a proactive idea - launched with a hype film plus a suite of 2D assets, created in lockdown conditions within just 14 days.

The film launched via adidas employees’ social feeds. 24 hours later it went live on

adidas’ social channels, followed by adidas athlete’s accounts.

With 169M views, it became adidas’ second most viewed campaign ever.

Following this success, adidas wanted to build equity in ‘Ready For Sport’ to create a unifying, global brand narrative that all categories could align to in 2020.

Ready For Sport became adidas’ first global, fully integrated campaign since Covid hit.

It was activated across football (and all adidas sponsored clubs), athletics, women’s training, tennis, outdoor, basketball, US football, golf and rugby.

We delivered physical and digital retail, OOH and digital media, plus an 18 episode content series across YouTube and Instagram. For the ’final brand anthem’, we produced  a 60” TV ad to hammer home an inspirational message of hope.

At the time of writing RFS is still driving views, engagement, positive sentiment, ecom traffic and direct sales. Results so far…

- 169M video views

- 1300+ pieces of earned coverage

- €1.3M in .com revenue & 4M site visits