Using relevant content to create a new best for adidas

adidas asked H+K to take a globally relevant moment – Valentine’s Day - and own it.

Using credible storytelling, H+K wanted to create a post which truly celebrated love. This seasonal day coincided with the launch of PureBOOST X, created for women, by women.

The post featured two women in a pose which represented love between two females. A positive visual statement which required comms preparation to ensure it was executed with excellence.

H+K prepared statements for the internal crisis team to ensure the brand stayed true to the “universal celebration of love message” and adidas owned the moment.

The image not only challenged stereotypes, it also shattered previous campaign results, achieving:

  • 360% higher engagement than an average Instagram post on adidas’ global channel
  • Over 1 billion reached world-wide through 150 pieces of earned media coverage

All with:

  • Zero paid media spend
  • No media outreach
  • No paid ambassadors

It was also a Bronze Award winner in the Mobile Lions at the Cannes Lions International Festival of Creativity, under Social > Content for user engagement.

Hill & Knowlton Strategies Search