adidas: The Super Bowl
Winning Throw
The 6th Annual Awards
- Best Branded Content
- Best Advertisement: 60 Secs and Under
ABOUT THIS ENTRY
We took the new adidas brand campaign to Sphere with Patrick Mahomes during the pinnacle of American sports viewership. Using innovative technology and a social-first strategy, we captivated an audience of over 123 million, highlighting adidas' ability to alleviate pressure for athletes in critical moments.
How does this represent “Excellence in Engagement”?
This campaign extends far beyond achieving its objectives; it acts as a powerful catalyst in reshaping the landscape of sports marketing for the next generation, placing an emphasis on play and joy. It will inspire the industry to push the boundaries of sports marketing. Through the strategic utilization of cutting-edge technology, athletes like Patrick Mahomes can focus on what they do best. This work stands as adidas’ most-viewed post ever, underscoring its profound impact on digital engagement.
We employed a forward-thinking approach to athlete representation, using innovative technology in securing the world’s largest media spot. The campaign boldly confronts the negative narrative around sports pressure, resonating deeply with Gen Alpha and Gen Z audiences. By leveraging the Super Bowl stage and imparting the empowering message “YOU GOT THIS”, adidas showcases the profound impact of spreading positivity.
Objective
Committed to pushing the boundaries of sports marketing and reshaping the narrative around high-pressure athlete moments, we embraced the challenge of launching a campaign featuring adidas’ star athlete for the Super Bowl, without disrupting his incredible season.
Amidst a sea of mundane campaigns launched on Sphere, our solution was clear: hack the Super Bowl to elevate the experience and leave a lasting impact that reached far beyond football’s biggest stage.
Strategy & Execution
Against the backdrop of the Super Bowl in Vegas, we seized the opportunity to spotlight Patrick Mahomes before the big game, overcoming having limited access to the athlete. With the Chiefs advancing through the playoffs, we applied a focused effort, achieving in just one month what would typically demand six.
Leveraging cutting-edge technology, a curated collection of assets, and a trained body double to emulate Mahomes’ actions under his own throwing coach’s guidance, we perfected his every move. This innovative approach allowed us to exert substantial influence quickly, amplified by a social strategy that not only took the internet by storm, but also led Sports Illustrated to declare that Adidas upset Nike in winning the Super Bowl, solidifying our dominance in the week’s headlines.
Our social-first approach transcended the conventional game of catch, immersing Mahomes into a virtual world to engage in a symbolic game with his younger self, on the grand stage of Sphere. Captivating Gen-Alpha and Gen-Z audiences, our campaign reshaped the negative narrative surrounding sports pressure in a completely contradictory environment. By strategically leveraging the Super Bowl stage, we unveiled adidas new campaign message, ”YOU GOT THIS,” set to the iconic Queen and Bowie anthem, ”Under Pressure.”
Organizations
- adidas
- We Are Social US Sport
- EssenceMediacom
- Hill & Knowlton
- The Mill
Links
Featured
- Patrick Mahomes
Credits
Jas Dhami
VP of Sports & Streaming
We Are Social + Narrative
Matthew Walker
Group Creative Director, Sports
We Are Social + Narrative
Melissa Recine
Director of Production
We Are Social + Narrative
Sasha Mariano
Art Director
We Are Social + Narrative
Matthew Waheibi
Sr. Producer
We Are Social + Narrative
CJ Thomas
Creative Director
We Are Social + Narrative
Jessica Méndez
Art Director
We Are Social + Narrative
Gabrielle Kessler
SVP, Brand Experience
We Are Social + Narrative
Reed Congdon
Associate Account Director
We Are Social + Narrative
Julien Llerena
Creative
We Are Social + Narrative
Loraine Miranda
Sr. Project Manager
We Are Social + Narrative
Briann Benali
Influencer & Brand Partnerships Lead
We Are Social + Narrative
Jered Thorp
Managing Editor North America Newsroom
adidas
Matthew Schade
Director, Social Strategy, Newsroom
adidas
Jocelin Shalom
Director of Brand Communications, Horizontal, Womens, Purpose
adidas
Trent Yarnell
Sr. Brand Communications Manager
adidas
Mackenzie Harrington
Senior Manager Brand Communications, Horizontal
adidas
Jordan Lichty
NBA / NFL Sports Marketing
adidas
Makeda Njie
PR Director, US Newsroom
adidas
Jessica Perrin
Director, Brand Media Strategy & Operations
adidas
Will Unterreiner
Executive Producer
The Mill
Bethan Thomas
VFX Producer
The Mill
Andrew Proctor
Creative Director
The Mill
Sarah Marikar
VFX Supervisor
The Mill
Schalk van der Merwe
Head of 2D
The Mill
Jennifer Ribeiro
SVP, Consumer Brands
Hill & Knowlton
Stefen Lovelace
VP, Consumer Markets
Hill & Knowlton
William Yeo
Account Manager, Sports Communication Specialist
Hill & Knowlton
Pedram Torbati
Editor
Hill & Knowlton
Davey Varela
Group Director
EssenceMediacom
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
