据Euromonitor预测，中国运动品牌市场明年将达到284亿美元。这种爆炸式增长在一定程度上是由于很多中国人日常对运动服喜爱有加。
The sportswear market in China is forecasted to reach 28.4 billion USD by next year according to Euromonitor. A part of this explosive growth in China’s sportswear market comes from the proliferation of active wear in peoples’ everyday life.
阿迪达斯三叶草NMD运动鞋新品二次发布，目标人群是那些城市一族。阿迪携手数字整合营销传媒公司琥珀传播，想出了“城市探索者”的口号，发起数字宣传活动。
The adidas Originals’ NMD_R2 shoe release is a perfect example of a sportswear brand targeting this growing urban demographic. Pairing with the digital integrated marketing communications agency Amber, the campaign was created with ‘the urban explorer’ in mind, a term coined by the campaign creators.
宣传活动在阿迪达斯三叶草微信公众号上进行推广，纸媒广告也附加了微信二维码，扫一扫就可以直接转到微信上。其中，视频拍摄部分是琥珀传播Amber 跟制作公司Ores 合作完成的，动态影像部分则是跟The Hype合作完成的。广告片在北上广和成都四个城市取景。
The campaign is advertised through adidas Originals’ WeChat and QR codes in print ads that allow consumers to directly scan and enter adidas Originals’ NMD endless evolution WeChat experience. For the film footage and motion graphics Amber worked with Ores production company and The Hype, respectively. The campaign features four main cities: Beijing, Shanghai, Guangzhou, and Chengdu.
旅程的开端上演的是消费者要选择一双阿迪运动鞋，最后这双鞋有可能就归他们所有。接下来的一组GIFs则是在四个城市中选了一些关键意见领袖，拍摄了他们的生活方式。最后，消费者可以选择把他们自己的生活照片也加进去，让他们觉得自己也融入到城市探索者的群体中。
Consumers start the journey by selecting an adidas shoe, with the potential of winning the pair they choose at the end of the campaign. The next set of GIFs is a series of lifestyle shots taken of the selected KOLS in the four cities where the campaign was shot. In the last stage of the experience the consumer is given the option to insert their own urban lifestyle footage into the stream of photos, leaving the feeling that their life is being added into a larger compilation of like-minded urban explorers.
琥珀传播隶属于利欧数字网络(LEO Digital Network)，这是一家充满着新鲜血液，创新十足的公司。今年琥珀传播再次成功打造了三叶草宣传广告。创意团队标新立异，阿迪达斯也愿意让他们尝试冒险。广州的关键意见领袖是一个屋顶摄影师，她无所畏惧爬到高楼上拍摄，创意人员Maurice Latzke说，他们也是费了一番周折才能在预算内找到这个适合拍摄的屋顶。爬上了屋顶后，却遭到了保安阻挠，最后他们给了保安1000块小费，最终才得以继续拍摄。这位屋顶摄影师最终站到了金属脚手架边上，想要捕捉到这一完美画面，当时Latzke紧张到不行，生怕她摔下去。出色完成这样一部广告片也验证了品牌跟广告公司相互信任有多重要，而且还增进了彼此的信任。
Amber, which is part of the larger LEO Digital Network, is an agency touted for its young blood and innovative campaigns. This is the second year in a row Amber has successfully completed an award winning digital campaign for adidas Originals. The creatives from Amber on this campaign appreciate the creative risks the brand has allowed them to take. While shooting in Guangzhou, Senior Creative Art Director Maurice Latzke, recalls the adventure of finding available rooftops to shoot Stella, the rooftopper KOL. After breaking onto one rooftop the team was interrupted by several security guards who finally let them use the space after finagling a fee of 1,000 RMB. When the roof-topper took her place prancing on the edge of metal scaffolding while the photographer made suggestions to capture the perfect image, Latzke remembers holding his breath thinking for a second “what if she falls”? Successfully completing a campaign like this certainly tests and strengthens the trust between brand and agency.
正是这样的互相信任让一个阿迪达斯可以在竞争激烈的中国运动品牌市场立足。为了走在竞争前沿，满足眼光独特的年轻消费者，三叶草需要依赖琥珀传播的精湛技巧，反过来，琥珀传播也非常信任三叶草品牌团队的市场调研反馈。关于NMD宣传活动，琥珀传播了解了品牌的目标后，决定以微信平台为营地，所以所有宣传最终都会导向微信。这样可以让所有手机用户都能快速观看，节省了视频加载时间，给用户带来了无缝体验。市场竞争异常激烈，在这样的环境下一点小细节的改变也会带来很大的不同。
This sort of bond may be just the small edge that is needed to stay relevant in China’s fiercely competitive sportswear market. To stay ahead of the competition and appease its more selective, youthful consumer, adidas Originals relies on Amber’s digital prowess and Amber puts its trust in the adidas Originals brand team’s market research and feedback. In the NMD campaign, after understanding adidas Originals’ goals, Amber decided to embed each link leading to the next experience directly into the WeChat platform. This allowed the campaign to load efficiently on any phone, which converted into less loading time and a more seamless user experience. With thousands of brands vying for each consumers’ attention, these sorts of tweaks and small details can make a huge difference.
宣传活动于4月76正式启动，现在正火热进行中。微信公众号还会发布更多的关键意见领袖的分享。现在的点击量已经超过100万。Amber透露，通过这次活动，他们一个月就已涨粉40253人，媒体累计点击量超过了5600万。
The campaign officially launched April 6th and runs to the end of April. There will be more KOL experiences added to the WeChat platform. Already there has been more than a million visitors to the campaign landing page. According to Amber as of current results from the campaign, adidas Originals’ fan base grew by 40,253 people in three weeks and there were over 56 million media impressions made from the campaign so far.
如果中国运动品牌市场真能如预测一样增长迅猛，那么三叶草跟琥珀传播现在都处在绝佳位置。当然，中国市场和消费者都不会一成不变的。阿迪达斯要想保持在中国第二大运动品牌的地位，就要不断跳出思维局限，找出新的点子，开展更别具一格的宣传活动。
If the China sportswear market holds true to its growth predictions, adidas Originals and Amber are for the moment in a prime position. Of course, the Chinese market and consumer is far from static. For adidas to maintain its current status as the number two sportswear brand in China it will take even more out-of-the-box campaigns and ideas, digital or otherwise.
广告公司参与人员 | Agency Credits
首席创意官 | Chief Creative Officer: CK Tan
执行创意总监 | Executive Creative Director: Mark Kong
资深美术指导 | Senior Art Director: Maurice Latzke
创意总监 | Senior Creative Director: Menu Tsai
设计 | Designer: EC Chao
编辑 | Copywriter: Min Hu
制片公司参与人员 | Production Credits
Ores Group
后期公司参与人员 | Post Production Credits
The Hype by Pixomondo
执行创意总监 | Executive Creative Director: Aslan Malik
亚光绘画 | Matte Painting Lead (Pixomondo, Beijing): Joker Huang
亚光绘画概念设计 | Matte Painting, Concept Artist (Pixomondo, Beijing): Xing Liu
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