The relaunch of adidas Ozweego in 2019 demanded the introduction youth aged 18-24 as the new growth audiences, and to do this we needed to inject something new to breakthrough and build cultural connections.
We created new interpretation of Ozweego culture by incorporating GenZ’s latest cultural bursts and interests in our communications. We created many “unexpected” content collaborations to create hype and build the stories that connect from branded Ozweego anime customization to “remade” dance video, reimaged MV, exclusive sports inspired local content and the first-ever limited sneaker burger, also leveraging on point KOLs as a main part of the communication.
The results were strong sell through across all channels, strong media KPIs, and an uplift in consumer engagement.