The adidas Super Bowl Winning Throw Sports adidas United States
FROM PRESSURE TO PLAY
Committed to pushing the boundaries of sports marketing and reshaping the narrative around high-pressure athlete moments, we embraced the challenge of launching adidas’ bold new brand campaign during the Super Bowl – a stage historically dominated by Nike, with their logo on every jersey. Our mission: to hack the Super Bowl, elevate our Sphere experience, and showcase adidas’ star athlete without disrupting his incredible season. The goal was to leave a lasting impact that reached and resonated far beyond the world’s biggest stage, making adidas an unforgettable part of the conversation.
INNOVATION IN ACTION
In Vegas, with limited access to Mahomes, we went all in – achieving in just one month what would typically demand six. Using proprietary tech and a body double trained by Mahomes’ coach, we created a computer-generated visual representation of Mahomes, perfecting his every movement. 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.
Executing our social-first strategy, we transcended the traditional game of catch, propelling Mahomes into a virtual world where he engaged in a symbolic game of catch with his younger self on the grand stage of Sphere. Overcoming the challenge of captivating Gen Alpha and Gen Z, our campaign redefined the negative narrative surrounding sports pressure in a completely contradictory environment. We strategically leveraged the stage of the Super Bowl, intentionally leaning into the pinnacle pressure moment in football to unveil adidas’ new empowering campaign messaging: YOU GOT THIS, set to the iconic Queen and Bowie song, Under Pressure
A GLOBAL PHENOMENON
The campaign’s success reverberated across social media. Our hero drone video hit 97M views on Instagram and 58.8M on TikTok, surpassing even Messi’s World Cup victory content. It claimed the top-performing spot on adidas, Sphere and Mahomes social channels and was recognized by top sports platforms like Sports Illustrated and Complex Sports. Our follow-up anamorphic football visual attracted 36.7M views, proving our strategy not only met but exceeded expectations, cementing adidas as a pioneer in sports marketing.
