This document proposes a campaign for adidas running shoes targeted at journalists. It involves asking journalists with credible blogs to test a pair of adidas running shoes for 2 weeks and blog daily about their experiences, impressions, and comparisons to other shoes. The journalists would be evaluated and those providing valuable feedback could receive a full adidas wardrobe as a final prize. The campaign leverages how the blogosphere is now more developed, influential, and specialized compared to 5 years ago.

1. Future Lions Proposal
Product name: adidas running shoes
Global brand: adidas
Target audience: journalists
Innovative combination between media and sports.
Journalists are on the run most of the time. They always need to be up-to-date with everything, catch on all the
important news, bring the readers information from all over the world. Impossible is nothing to them.
Consumers insight: Seeing is believing.
When people want to buy a new product, they want to try it first. It's a natural feeling. When you go into a
supermarket you want to check the tomatoes or the apples both sides; when buying a dress, you want to be a
100% positive that it fits you. Sometimes you even make sure the juice bottle is the right one.
It's a human belief that you have 'to test the thing before you buy it.' There are exceptions, of course: the perfect
colour, the ultimate design, the great look, the latest trend that may need no guarantee, (re)assurance or testing
involved. But the general thinking is that 'I have to see it and try it before I buy it'.
Campaign Description:
Test the adidas running shoes for 2 weeks and blog about it.
Journalists from different types of media (press, TV, radio, online) with credibility, opinion leaders, who own a
blog and also have good ranking on a top bloggers' list will be asked to test a specific (with possibility to
choose) pair of adidas running shoes and talk about the experience on their blogs: opinions, impressions,
feelings, pros and cons and so on. They will be asked to express their attitudes toward the design of the shoe,
its confort or its qualities. To explain how it feels to wear adidas running shoes, eventually to compare them
with other running shoes and anything else that comes to their minds related to this experience. The condition
is to provide their opinion on a daily basis and give valuable feedback. No words limit to their posts.
There is also the possibility to have a final prize for each journalist participating in this test: a full adidas
wardrobe (adidas from head to toes).
Why it wasn't possible 5 years ago:
– blogosphere less developed: less influencial, less important, less selective
– less specialized bloggers
– possible lack of trust
– less social networking