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How we did it

The Challenge

We helped adidas increase its soccer sales by EUR 300 million and overtake Nike as the world’s biggest brand in football.

Adidas had slid back into second place behind Nike in the global football category, so we helped them to identify the biggest drivers of commercial and brand leadership - and then to develop an action plan covering the many marketing channels and assets at their disposal.

To drive brand and commercial leadership, we defined adidas’s most influential consumers - including their attitudes to culture, design and technology as well as playing football - and the products, services and marketing activity that were needed to win them back. Last year, adidas increased global soccer sales by EUR 300 million and have now overtaken Nike as the world’s biggest football brand.