Adidas celebrated athlete ambassador and newly crowned ‘greatest skier of all time’ Mikaela Shiffrin following her record 87th FIS World Cup win at the Audi Alpine Ski World Cup Women’s Slalom in Are (Sweden) through a multi-channel campaign which also promoted its TERREX ski range and was jointly spearheaded by a tribute video and an online article.
The campaign aims to acts as a tribute to Shiffrin and to inspire viewers to ‘strive to outdo themselves’ with a ‘passion, commitment and love for the biggest moments’ and also to drive viewers to find more about the adidas TERREX skiing offering online at www.adidas.com/skiing-winter_sports.
The hero film, set to the skier playing and singing the lyrics ‘Slow Down You Crazy Child’ from Billy Joel’s song Vienna, celebrated Shiffrin’s new all-time record which elevated her to the status as the most successful alpine skier ever. The spot blends old footage of the 27-year-old Olympic gold medallist from various points in her life: from a youngster learning to ski and early races, to the record breaking moment intercut which film featuring her playing piano and singing.
In the spot, Shiffrin says that she doesn’t think of her achievement as setting a record, but rather ‘resetting one’.
‘Mikaela Shiffrin Resetting Alpine Skiing World Records’ rolled out across Adidas online platforms and the athlete’s personal social media from 11 March and it was backed by low latency social content support both before and after the record resetting race.
“The greatest skier of all time… that makes it sound too simple,” said Shiffrin. “There’s so much more to who I am than that. I hope you’ll be inspired to feel the same about yourselves. Feel inspired to go skiing.”
“At adidas, we believe that through sport we have the power to change lives and Mikaela Shiffrin is the personification of that.” commented Carla Murphy, Global General Manager, adidas TERREX. “From raising awareness of the climate crisis and mental health issues, to addressing being on her period whilst competing – all while winning more World Cup races than anyone before her – Mikaela is more than a sporting inspiration for athletes and fans around the world, she is an inspiration for so many more, every day challenging the norms
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Mikaela Shiffrin made her Alpine Skiing World Cup debut two days before her 16th birthday back in March 2011 and 12 years later ‘reset skiing history’ by winning her 87th race. Breaking the previous record held by Sweden’s Ingemar Stenmark since 1989.
At 27, the new GOAT is five years younger than her predecessor and thus looks set to raise the bar considerably higher for those who attempt to challenge her status.
Achieving this kind of athletic milestone at a young age looks set to translate to additional endorsement opportunities for Shiffrin whose brand roster, in addition to Adidas, already includes Atomic, Barilla, Comcast, Icon Pass, Land Rover, Longines, Stifel and Visa.
Pasta brand partner Barilla even produced a limited edition ‘87’ pasta to spearhead its endorser activation leveraging her achievement.
While her previous work for adidas including featuring in 2020’s ‘Reimagine Sport’ campaign created by agency Iris.
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