adidas aimed to launch its new men's deodorant, "Pure Game" to the South African market. The target audience of football fans and social athletes needed to be captured without the use of any of adidas' big international stars.
With a predominantly in-store launch and almost no above the line exposure, the campaign also needed to be visually disruptive enough to attract shoppers.
"I am pure game" was a message that spoke to those who live for their team, their sport, their achievements or their goals. Those who put everything on the line to make it happen.
Accompanied by visuals of passionate players blended with grand football arenas, the campaign was able to have the impact of an international campaign, without any of the expensive names.
adidas Pure Game has since cemented itself as a strong seller for adidas across the country.
Standees
Gondola end arches
Full blitz display area
Free standing sale unit
Tester unit
Shelf hotspot
