Welcoming Djokovic to the adidas family

john.crozier

Earlier this year we were asked to help welcome Novak Djokovic, the world’s number one tennis player, to the adidas family, and to find a way of letting Djokovic’s 2.4 million die-hard twitter fans know that the adidas Barricade is his tennis shoe of choice.

His fans use the #NoleFam hashtag to share their passion for Djokovic on Twitter – in fact, it’s not too much of a leap to describe it as a community. It’s one that’s hungry for content that gives them a glimpse into Djokovic’s life and personality. We used this insight to develop a content strategy that told an adidas story which would resonate with Djokovic’s fans.

Well known as the off-court ‘Djoker’, Djokovic is the ultimate on-court professional. When he straps on his Barricades, and steps on to court, there is no messing around; it’s strictly business.

This formed the core story of the content we produced – a high quality video, imagery and Vines – and enabled the product story to run within a more intimate portrait of his personality.

https://twitter.com/adidastennis/status/384605346637283328

The video follows Djokovic as he spent the day training – from kayaking and yoga in the morning, through to an intense on court session in the evening – giving fans an insight that only adidas could deliver.

The video launched on 2nd Oct and clocked-up an impressive 23k views in the first 24 hours – without any media spend.

A series of teaser Vines were tweeted in the days preceding the launch, which was a first for the @adidasTennis account.

https://twitter.com/adidastennis/status/384977467012026368

The Vines were well received by the #NoleFam community and in total they were tweeted over 1,200 times, including by Djokovic himself!