BRIEF
CONNECT ADIDAS‘ DIGITAL AND SOCIAL MEDIA PRESENCE TO IT’S RETAIL STORES, POSITIONING LOCAL COMMUNITIES AT THE CENTRE.
Insight
First Nations sportsplayers are champions when they score for Australia, but pariahs when they stand for their Country.
Idea
CHAMPIONS LEADING CHANGE. Let's change the game by celebrating First Nations leaders of sport, to champion a culture of diversity and inclusion.
Execution
Our execution integrates traditional and digital media with experiential to create a seamless experience between ADIDAS’ digital platforms and the Pitt Street flagship store. The campaign is in partnership with NASCA, a 100% Indigenous governed organisation and is a co-designed campaign that will see the Pitt Street store turned into the ADIDAS ARENA to host The Gadigal Games- an indigenous games event led by our Champion Leaders- these ambassadors are First Nations Champions who use their platform to bring positive change to their communities. The campaign is amplified via digital and social promotion, a docufilm and other in-store events.