Adidas//2018 Alphaskin Launch
Agency: Amazon
Roles: Pitch Lead, Creative Director Lead
Teammates: Ryan Hammill (copy lead), Bekah Marcum (art lead), Michael Dooley (Sr. AD), Jimmy Hickey (video production CD), Alina Perez-Campos (Executive Producer)
THE ASK
Launch the adidas Alphaskin line on Amazon.
THE IDEA
Before our first brainstorm, we dug into first and third-party target demographic data. Here, we learned that although adidas shoppers significantly over-index on the purchase of nutritional supplements to improve training, 78% of them don't change their habits long-term. Digging deeper, we determined this was due to information overload and decision fatigue, so we sought to simplify the shopping experience, focusing our campaign around the three Alphaskin brand pillars of strength, speed and flexibility.
Our team produced a series of four videos: one 30s focused on all 3 pillars and three 10s—each one focused on a specific pillar. We cast certified adidas EXOS trainers Erica Hood to represent strength and flexibility, and Tevin “Gold Feet” Allen to focus on speed. Both worked with us and EXOS nutritionists to recommend the right routine and supplements for the best results with Alphaskin. Through our custom Amazon landing page, shoppers could sort through nutrition and gear by these three pillars, get inspired by Erica and Tevin, and confidently add our curated recommendations to their shopping carts.
