BACKGROUND

adidas Sponsors You is inspired by a global campaign designed to acquire new adiClub members, the adidas rewards program. It was a direct response to consumers who frequently posted “adidas please sponsor me” on social media. Open to participants worldwide, it faced a significant drop-off in conversion due to key barriers: casting too wide of a net and requiring individuals to submit personal social media accounts to enter which limited sign-ups.

Recognizing the importance of social media to Gen Z, the strategy was streamlined to better resonate with this audience. The campaign was localized as adidas Sponsors You, as seen on the bottom right side.

Focusing on first-year students at six partner universities during Welcome Week, this adaptation simplified the entry process, leveraged Gen Z’s affinity for Instagram and TikTok, and reduced participation barriers, resulting in higher sign-up rates and greater engagement.

Welcome Week is the most iconic and memorable time for first year students and the start of Fall semester brings back energy for all NCAA fans. This is an activation strategy that authenticates adidas x University athletic partnerships, while highlighting adiClub and acquiring new members.

• Surprise + delight

• 10 Campus Ambassadors

  • IG + TikTok street interviews

  • Paid Social

• Campus Media

• Custom sign-up pages per University

• CRM + Push Notifications

12

students sponsored

year-long SUPPLY OF adidas apparel/FOOTWEAR

6,300

Members Acquired

3.6M+

1.

First year Students