This document provides a creative brief for an advertising campaign for Adidas' Woven Tubular Runner shoe. The campaign aims to increase Adidas' brand preference over Nike among millennial males and enhance Adidas' image as a fashion brand. The Woven Tubular Runner will be positioned as fashionable yet comfortable. The campaign theme is "Weave Your Style. Weave Your Dream." and will use imagery to associate the shoe with fashion and lifestyle. A 30-second TV commercial and print ad will be created with a combined $320k budget.

1. WOVEN TUBULAR RUNNER
Creative Brief
AC111 Advertising & Promotion
Shuhen (Tiffany) Chang
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2. Outline
■ Background
■ Overview
■ Objective
■ Audience
■ Competitors
■ Message
■ Visual
■ Details
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3. BACKGROUND
Company / Product / SWOT
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4. Adidas
■ German sportswear and sports equipment company.
■ Adidas divides the brand into 2 main groups with each a
separate focus: Adidas Performance and Adidas Original. The
latter one is more lifestyle, fashion oriented.
■ Slogan: “Impossible is Nothing”
■ Strong branding, premium products, extensive global
presence, and commitment to innovation
■ Aside from innate athletic spirit, Adidas also connects actively
with fashion, music and art leaders and brands to increase its
brand value, and transforms its image into a Fashion-forward
Sport label.
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5. Product - Tubular Runner
■ Origin of the Name
It is called “Tubular” because of it’s outsole design, which is
modeled after inner tire tubes.
■ Vintage DNA
Belongs to the product line of Adidas Original. It’s the most classic
Adidas running shoes whose prototype born in early 90s.
■ Brand Indicator
Tubular plays a role as an “Indicator” of where Adidas is headed
each year along with the trend and contemporary arts.
■ Iconic Fashion Item
Majority usually associates Tubular Runner with Y-3, a sub-fashion
label under Adidas Group leaded by Japanese designer Yohji
Yamamoto.
■ Functional & Aesthetical
Built with a higher-cut sock construction and welded synthetic
overlays on the full neoprene upper.
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6. SWOT Analysis - Leveraging strong brand
portfolio to establish a
robust retail footprint
- Focus on research and
development (R&D) has
facilitated continuous
development of new
products
- Wide geographical
footprint with increasing
focus on emerging markets
Dependence on third party
manufacturing
- Sponsorship agreements
of major sports events
enhance the company's
visibility
- Growing online retail
channel Growing global
footwear market
- Exposure to foreign
markets makes adidas
susceptible to foreign
currency fluctuations
- Intense competition could
hurt the company's margins
- Increase in counterfeit
products may hurt the brand
image
Strength
Oppotunity Threat
Weakness
Source: adidas AG SWOT Analysis. Adidas AG SWOT
Analysis [serial online]. December 2014;:1-9. Available
from: Business Source Alumni Edition, Ipswich, MA.
Accessed November 2, 2015.
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7. OVERVIEW
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8. What’s the Project?
■ New 2015 Tubular Runner is coming out soon
■ To create an advertising campaign for the newly launched Tubular Runner in 2015:
Woven and Monochrome Tubular Runner
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Woven Tubular Runner
Ad Campaign
Above-The-Line
TVC Print Ad
Through-
The-Line
Digital
Banner

9. Product Positioning - Woven Tubular
Runner
■ Positioned by Product Attributes
– Woven motif gives higher-end fashion sense to the
original silhouette.
– Remains the super-fit comfort of higher-cut sock
construction and the EVA foam for cushioning.
– Keeps all characteristics and personality of Tubular
Runner. Especially emphasizes on the vintage DNA and
its role of a brand’s indicator
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Woven
(Product
modification)
Comfort
(Product
function)
Vintage
(Brand
loyalty)
Indicator
(Brand
awareness)

10. OBJECTIVE
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11. Communication Objective
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■ Increase Adidas' brand preference over than
major competitor: Nike by 20% among our
target consumer in U.S. market
■ Enhance Adidas’ brand image and association
with “Fashion” to reach at least 60% of our
target consumers think of Adidas as not only a
sportswear brand, but also a fashion label.

12. AUDIENCE
Target Audience / Consumer Insight
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13. Who are our target audiences?
■ For young men who don’t consider themselves athletes, even the sports-based
fashion appeal is enough to drive purchase, with 28% of 18-34-year-old men
finding fashion, not function, the key reason for buying.
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Source: GMI/Mintel

14. Who are our target audiences?
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■ Even as comfort and durability remain important considerations, Style-seekers
also want shoes that are stylish/fashionable (41%). They own a variety of shoes for
different seasons and are likely to change styles and looks.
Source: GMI/Mintel

15. We are talking to…
■ Demographic
– Millennial males aged from 18 to 34.
– Mainly young professionals with middle annual income.
■ Psychographic
– Who views sport footwear as a fashion item, instead of a
functional sports accessory. Function of sportswear means
the quality and comfort of shoes.
– Who aspires of having high-priced designer running shoes
but can’t afford them.
– Who build their evoke set mostly based on “Brand names”,
while style of shoes just the relection of their high- end
tastes.
■ Psychological
– Driven by the need of self-worthing and self-expression
– Fashion innovators
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16. Consumer Insight
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“I consider myself as a
casual style seeker, but
within all chic running
shoes, I prefer the most
comfortable one with well-
known brand name.”
“I wish I could have a pair of
shoes from Y-3 or Nike’s limited
edition, but the price just too
high for me… Eventhough I know
that I can’t afford, after seeing
all these dream items I still want
a cheaper, simillar one that can
somehow fulfill my aspiration of
these shoes.”
“I admit that I’m a running
shoes collector. Any running
shoes with special design,
cool silhouette attracts me.
Let alone some vintage shoes
versions from famous
brands.”

17. COMPETITORS
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18. Who Are Our Competitors?
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#1 – Nike
#2 – Under Armour
#3 – New Balance

19. Top 5 Sporting Brands in 2015
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20. Perceptual Mapping
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Performance Fashion
High Price
Low Price
Adidas OriginalAdidas Performance

21. MESSAGE
Communication Strategy / Creative Statement
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22. Communication Strategy
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NEED
Seeking for a pair of comfortable,
fashion but casual shoes
ISSUE
Shoes must be unique for my self-expression and fulfill
my aspirational-driven need of higher-end shoes
PRODUCT
Woven Monochrome
Tubular Runner
CHARACTERISTIC
Fashion & functional;
the must have classic in running shoes history
Emphasize the WOVEN / MONOCHROME designs
Communication Strategy
BRAND
Adidas
SLOGAN
“Nothing is Impossible”
“Weave Your Style. Weave Your Dream.”

23. Creative Statement
■ Campaign theme: “Weave Your Style. Weave Your Dream.”
■ Advertising approach: Finding Inherent Drama
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Adidas
Weave Your Style.
Weave Your Dream.
Connect the weaving
structure with soft,
smooth, curving image.
Demonstrate Tubular
Runner's detail and
aestheticism.
Weave the history of Tubular Runner
since 90s. Use imagery technique to
convey woven Tubular Runner is not
only so modern but also vintage.
Associate woven Tubular Runner
with chic, cool males that TA
dream themselves to be.
Exaggerate the senses
related to woven texture (ex.
touch of woven structure,
sizzling weaving sound…)

24. Advertising Appeal
■ Emotional Appeal
– Feeling
An excitement, awe-inspiring feeling
when seeing a master piece
– Self-expression and worthiness need
1. Create a ideal person who wears
woven Tubular Runner.
OR
2. Include related traits and elements
that a fashion leaders, a fashionable
lifestyle, a cool, smooth and high taste
would represent; Probably no actual
person needed.
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25. Advertising Execution
■ Use IMAGERY technique - Let the Image Tell the Story
– Consists of visual elements rather than information
– Encourages target audiences to associatethe Adidas woven Tubular Runner with
symbols, characters, or situations shown in the ad
– Combine with powerful, memorable music to enhance TA’s impression of image.
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26. VISUAL
Tone / References
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27. Tone
■ Monochrome
■ Simple
■ Structural
■ Leather-like
■ Lustrous
■ Shadow & light
■ Modern
■ Soft
■ Speedy
■ Profound
■ Active
■ Fashion
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28. Creative References
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■ Print Ad
– Use scenes to connect
key product and
create a specific,
dramatic atmosphere
that exaggerate the
product’s
characteristic

29. Creative References
■ Print Ad
– Use scenes to connect
key product and
create a specific,
dramatic atmosphere
that exaggerate the
product’s
characteristic
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30. Creative References
■ Print Ad
– Focus on the product only. And dramatize the
creative concept by letting the imagination
gone wild.
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31. Creative References
■ TV Commercial – Focusing on product and its special feature (function)

32. Creative References
■ TV Commercial – Focusing on the overall atmosphere of scene, actor and product.

33. DETAILS
Brand Guideline / Spec / Budget
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34. TVC
■ Length: 30”
■ Shooting/production budget: $300K
■ Branding Guideline
– Include Adidas Original logo at the beginning of TVC.
– Brand slogan appears at the last cut with black background.
– The tagline of campaign theme is optional.
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35. Print Ad
■ Spec: (w)8.25 x (d)11.125 inches
■ Shooting/production budget: $20K
■ Shoot together with TVC
■ Branding Guideline
– Include Adidas Original logo at right bottom of layout
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36. References
■ adidas AG SWOT Analysis. Adidas AG SWOT Analysis [serial online]. December
2014;:1-9. Available from: Business Source Alumni Edition, Ipswich, MA. Accessed
November 2, 2015.
■ SportsOneSource. (n.d.). Have you purchased products from one or more of the
following sporting goods brands over the past year?*. InStatista - The Statistics
Portal. Retrieved November 03, 2015, from
http://www.statista.com/statistics/305886/female-brand-purchasing-top-25-
sporting-brands/.
■ Wikipedia: https://en.wikipedia.org/wiki/Adidas
■ Trendhunter: http://www.trendhunter.com/trends/woven-running
■ Solecollcter: http://solecollector.com/news/everything-you-should-know-about-the-
adidas-tubular/
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37. References
■ Coloribus – Adidas print ad 1 http://www.coloribus.com/adsarchive/prints/adidas-
originals-vulcanized-10440555/
■ Coloribus – Adidas print ad 2 http://www.coloribus.com/adsarchive/prints/adidas-
originals-black-white-10440455/
■ Ads Of The World – Adidas print ad 3
http://adsoftheworld.com/media/print/adidas_create_your_adicolor_1
■ Ads Of The World – Adidas print ad 4
http://adsoftheworld.com/media/outdoor/adidas_all_day_i_dream_about_sneak
ers_robot
■ Adidas Original YouTube channel – Adidas commercial 1
https://www.youtube.com/watch?v=xgGaejqn8RU
■ Adidas Original YouTube channel – Adidas commercial 2
https://www.youtube.com/watch?v=IXG08dIhLfk
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38. THANK YOU!
End of Adidas Woven Tubular Runner creative brief.
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