adidas SG’s marketing plans kick off with 3D video at the center of the brand
Adidas Singapore enters a new era of storytelling with its first 3D brand video, titled “We Got This”. The video is presented on a 3D LED screen in the brand’s first brand center in Singapore. Aptly named “HOMEGROUND”, the adidas Brand Center Singapore is considered the country’s largest single-brand sports retail destination.
To inspire its consumers to write their own comeback stories, pivot or make a change for themselves, adidas has brought together local celebrities and athletes to tell their stories in the “We Got This” campaign. The campaign will include stories from musician Benjamin Kheng; singer and model Iman Fandi; social media personality, Christabel Chua; national high jumper and SEA Games record holder for the high jump, Michelle Sng; professional footballer, Jacob Mahler; ju-jitsu practitioner and world champion, Constance Lien; MMA champion, Amir Khan; as well as Olympian Shanti Pereira.
According to adidas Singapore, the brand found through a survey of an independent panel of 1,009 respondents that the “power of jio (to accompany)” can help people in Singapore. According to the survey, adidas Singapore found that 68% of respondents said that being part of a fitness or sports community had a “positive impact on their mental well-being”. In fact, the top three reasons were happiness (49%), motivation (48%) and socializing with like-minded people (46%).
IPG’s Current Global helped create the 3D video. The brand has worked with Current Global for more than five years for tasks spanning public relations, creative and influencer management, and trust has been the main factor that has helped foster a strong relationship between the two parties, said said Petr Stastny, country manager for adidas Singapore. INTERACTIVE-MARKETING in an interview.
The new brand center, which was soft-launched on December 24, 2021, would be the pinnacle of sports, lifestyle, fashion and culture. Located in Knightsbridge and spread over three floors, the brand center offers a range of Adidas Performance and Originals clothing, footwear and accessories. As the first brand center in Singapore, the brand wanted to have a design deeply rooted in Singapore’s identity and celebrating diversity as a multicultural country.
Stastny said the team spent the past three years researching a suitable location for the brand center. The team also took approximately eight to nine months to conceptualize the design of the brand center. Although he was unable to reveal a monetary investment for HOMEGROUND, Stastny said adidas was making “a big statement” with the investment he made in his new retail store.
“The flagship is our biggest investment and now it’s all about how we bring the flagship to life,” he added.
As part of its marketing efforts, adidas will create more 3D and 4D content for the LED screen on the facade of its brand center and hold in-store activations.
This includes talk shows with celebrities and athletes such as Benjamin Kheng and Amir Khan, as well as former professional footballer David Beckham. As the sports brand doubles down on physical activations, it will still keep its finger on the digital side because “that’s where the consumers are,” Stastny said.
Stastny believes HOMEGROUND will help bring the brand closer to consumers and create an emotional connection. “The retail landscape in Singapore is very competitive; you have to push the boundaries, raise the bar and anticipate,” he added. While Stastny didn’t reveal exact sales and attendance numbers since the soft launch, he said the team was pleased with sales over the past few weeks. “It’s not just a question of money, but also of experience and commitment,” he said.
Adidas is also bringing a global brand to Singaporeans using a hyper-localized experience. Showcasing a series of artworks, consumers are greeted with hyperlocal infusions and collaborations with local artists upon entering the brand’s hub. The first artwork, titled “Local Designs”, is created in partnership with local designers Pamela Ting and Jessica Wong of SCENE SHANG. According to the designers, the artwork incorporates elements of Singapore’s heritage and culture with adidas classics.
At the same time, its wall of local delicacies is inspired by traditional cakes and snacks such as tutu kueh, ang ku kueh, kueh bahulu, muruku, and more. According to Stastny, this hyper-localized approach helps build brand credibility and emotional connection.
Adidas is also demonstrating its commitment to sustainability with a sustainability wall, which features a branded film showcasing the issue of plastic waste in Singapore. Currently, six out of 10 adidas products are made from sustainable materials and the brand aims to increase that to nine out of 10 products by 2025. will use more virgin polyester which is a big step for us,” explained Stastny.
Products made from sustainable materials are currently indicated with labels such as “Prime Blue” to show that they are made from materials harvested from the ocean, for example. The brand also uses its own media channels, including the sustainability wall, to educate consumers on the importance of the topic.
How COVID-19 has changed retail for adidas
The biggest change for adidas, according to Stastny, has been to turn to e-commerce, which has now become “one of the most if not the most important channels” as it is available to consumers around the clock. It also has the ability to offer the widest range, including smaller categories, which makes sense for adidas to continue expanding its e-commerce capabilities. At the same time, department stores such as HOMEGROUND also help create a better physical retail experience as well as a seamless omnichannel offering when paired with e-commerce.
“Over the past five years, e-commerce has accelerated dramatically [for us] and it’s hit some of our share of the business, which is significant,” Stastny said, but didn’t provide exact figures on how much of its revenue in Singapore comes from e-commerce.
As adidas pushes forward to 2022, Stastny said the line between online and offline will be blurred. For example, if consumers can’t find their size in a physical store, they can still order it online in-store and have it shipped. Another technology that adidas currently has is its “Bring It To Me” app integration which uses in-store geolocation tracking to provide an uninterrupted browsing experience. Shoppers can scan products, check inventory, request their size, and buy on the spot while they shop without the need for queues or designated pick-up spaces.
“These are the examples that I think will deliver more in the future of retail, and technology is an absolutely important factor in how we develop [these new innovations],” he said.
Along with the soft launch of the Singapore Brand Center last December, adidas also unveiled its largest brand center in Southeast Asia at Sunway Pyramid in Malaysia. The new brand center offers a superior customer experience with an extensive line of sport performance and sport style products. It will also include an in-store customization area. Similar to the brand hub in Singapore, the new store in Malaysia will also incorporate Malaysian elements, such as prominent local landmarks inside the store.
While on the leadership front, Amit Das Gupta has left his role as vice president, brand and vice president, e-commerce at adidas in Southeast Asia. Das Gupta said INTERACTIVE-MARKETING that after 22 years at adidas and 28 years of work, he is leaving for Phuket for an early retirement. In his most recent role, Das Gupta was responsible for the day-to-day management of the brand and e-commerce areas of the business, setting overall strategies and developing the team in the South Asia region. -East. It is understood that at the time of writing there is no direct replacement for the role of Das Gupta.
Separately, adidas has doubled down on its metaverse ambitions by entering into a four-way partnership with Bored Ape Yacht Club, Pixel Valut’s Punks Comic, and crypto investor Gmoney. The sports brand first dipped its toes into the metaverse via a partnership with cryptocurrency platform Coinbase on Twitter on Nov. 25 and gaming company NFT The Sandbox. Coinbase then retweeted the post saying “Welcome to the party, partner!”
adidas blends Malaysian culture with global identity with new SEA Brand Center
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