Personalisation and driving trial were at the heart of this campaign. Adidas miTeam was a new global initiative that allowed people to customise their team's kit from jerseys to shorts to hats. It can take a lot for a big brand name such as adidas to put trust in outside companies when it comes to their brand logo and identities. But they trusted True to launch this instructional campaign that empowered participants to customise kits, and we accepted the challenge! As if we wouldn’t!
We gained their trust through our solid (if controversial) concept of utilising and personifying the famous adidas 'i' by developing multiple long format videos supporting the miTeam brand. These not only highlighted the miTeam brand experience but increased consumer engagement.