Adidas - Street-Level Sports Marketing

Overview

Air Fresh Marketing executed a national street marketing campaign for Adidas, deploying brand ambassadors outside sporting events, running clubs, and urban basketball courts. Our teams distributed exclusive promo codes, ran on-the-spot shoe fitting experiences, and created pop-up engagement zones that brought the Adidas brand directly to athletes and sneakerheads on the streets. The program ran across multiple years, with logged activations from February 2014 through November 2018. It included recurring Adidas Golden Stripes youth soccer camp activations in Azusa, California, Lawrence, Kansas, and Orlando, Florida, each staffed with five-person teams handling on-site engagement and gear distribution. The street team also supported the Adidas Footlocker Managers Meeting at the Caribe Royale Hotel and Convention Center in Orlando, a thirteen-person deployment, and a branded activation in New York's SoHo neighborhood on Crosby Street. Endurance and collegiate sports were part of the mix as well. Air Fresh Marketing staffed multi-day coverage of the Boston Marathon in April 2014 from a base near Huntington Ave, and ran a three-day Winter Music Conference presence in Miami with seven to nine team members per day. The largest single deployment came at the 7x7 Football Tournament in College Station, Texas, where a twenty-four to twenty-five person crew worked all three tournament days. In total, the archive documents twenty-three separate Adidas activations spanning nine states, from pop-up shoe fittings and promo code drops to youth sports camps and retail management meetings. This breadth reflects the flexible, on-demand staffing model Air Fresh Marketing built for Adidas, scaling crews from single-person photo activations up to two-dozen-person tournament deployments as each engagement required.

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