An extraordinary social – and brand transformation
By representing a social insight and brand platform, adidas established a deeper level of engagement with the French public based on a change of style and regard for its audience. The brand shift dramatically refreshed brand reputation in a way that had been elusive in the past.
Yes by chance the French team performed well (and won the World Cup). However the success for adidas was in the manner that a brand asset (sponsorship of the team) was used to create a new level of social currency with such a level that it dramatically forced a reappraisal of customers’ regard for the brand and it’s longer term appeal. A step change in in the brand’s ‘cool’ factor occurred that went onto disrupt the competitive market status quo – and value added returns. Socially and politically the style of the campaign was said to have an impact of the previously populist Le Pen movement.
Commercially from this point on there was a general shift in adidas’ reputation that enabled the brand to become a premium in the market, increase sales and become the sports brand market leader in France in both volume and value share.