MOTHER LONDON X ADIDAS

THE CHALLENGE

Adidas faced the formidable challenge of authentically connecting with Gen Z, a crucial demographic for the future of the sportswear industry. The task was to resonate with the diverse values and expectations of Gen Z across seven major global cities, requiring Adidas to go beyond mere understanding to establish a genuine relevance. The stakes were high: failing to connect could significantly diminish Adidas’ market relevance.

Isabelle

LEAD RESEARCHER

Emma

RESEARCH CONSULTANT

Hayel

COO & CO-FOUNDER

THE INNOVATION

1. Creation of Gen Z Network: Initiated a programme with 24 global collaborators, selected through a stringent application process, enabling Adidas to delve deep into the world of Gen Z.

2. Digital Ethnographic Execution: Leveraged a bespoke digital ethnography platform and various social channels to interact with collaborators, drawing out vital insights and understanding Gen Z’s multifaceted culture.

3. Global Gen Z Handbook Creation: Compiled a comprehensive digital Gen Z handbook, detailing the rules of engagement with this demographic, to guide Adidas’ global strategies and initiatives.

THE IMPACT

Insights from the Gen Z network and digital ethnography played a crucial role in reshaping the strategic direction and relaunch of Adidas’ Sportswear category, with a laser focus on engaging Gen Z consumers. This approach allowed Adidas to pivot from traditional strategies to ones that are directly informed by the nuanced preferences and behaviours of this key demographic.

The development and implementation of the Global Gen Z Handbook enabled Adidas to authentically align its brand actions with the core interests and values of Gen Z. This strategic alignment ensured a deeper, more meaningful connection with this influential audience, positioning Adidas as not just a brand that speaks to Gen Z, but one that genuinely understands and champions their identity and aspirations.

Word On The Curb offered us the sort of Gen Z audience knowledge that we just wouldn’t get elsewhere due to their proximity to cultural communities and their nuanced consultancy.

Scarlett Spence, Strategy Director, Mother

Word On The Curb offered us the sort of Gen Z audience knowledge that we just wouldn’t get elsewhere due to their proximity to cultural communities and their nuanced consultancy.

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