adidas World Cup National Retail Experience

Challenge
adidas, an Official Sponsor and supplier to the 2006 FIFA World Cup, wanted to ensure that Canadian sports enthusiasts, and especially soccer fans, made the connection between the adidas brand and the upcoming World Cup.

They chose to leverage their World Cup association in a variety of ways including; at the grassroots level, at retail with the Forzani Group (a key account with banners that include SportChek), through a national four market interactive tour in Vancouver, Edmonton, Montreal and Toronto (with the finally at the Rogers Centre for the finals) and exclusive television inventory during televised matches. adidas decided that a national interactive tour that included bringing a World Cup Soccer themed experience and national sweepstakes to retail, would be the best way to remind and reinforce to consumers the adidas brand link to soccer and the biggest tournament in the world.

Solution
Youthography executed a 36 date national tour that centered around SportChek stores during the four weeks leading up to the World Cup. The events took place either in mall environments near SportChek stores or outside in SportChek parking lots in selected big box centres. The event tour featured a team of four adidas promotional staff in adidas soccer apparel and a giant inflatable soccer kicking cage on astro turf that provided consumers with an opportunity to kick-to-win for some cool adidas prizes including a collectable set of adidas World Cup Soccer trading cards and other adidas premiums.

The soccer kicking cage, featuring strong adidas soccer imagery, let consumers play soccer in an unlikely location, and see adidas soccer products at the point-of-play.