Hubbed around a bespoke site at https://www.adidas.co.uk/hometeam and promoted across its social channels (particularly Instagram), #Hometeam launched on 20 March and is a blended engagement, utility and list-building initiative responding to the social distancing realities of the coronavirus pandemic.
While many people around the world’s lives are at something of a standstill, Adidas maintains that it doesn’t mean that we can’t keep moving and creating through activities that can be done at home.
Indeed, the brand believes that now more than ever, it is important to be creative about taking care of each other and of ourselves.
The platform will roll out free virtual experiences over the course of the next few weeks across its social and digital channels, to support the brand’s community as they stay active, practice mindfulness, learn, and seek entertainment.
The Adidas invitation to join says: “In times like these, it’s about being creative with how we take care of not only each other, but ourselves – keeping our hearts, bodies and minds healthy. Together is how we’ll get through this, so join in with the #hometeam to take part in a series of virtual events to help keep you creative, fit and having fun. Let us know which ones you’d like to receive notifications for. Stay Connected With The #Hometeam.”
It is a content-led fronted and curated by Adidas ambassadors around the world and spans entertainment, gaming, guides, tips and advice.
The platform is split into five sections and encourages consumers to sign-up for the area they feel most in need of – be that exercise advice, skills lessons or sit-back entertainment – by email in order to receive the latest content from the sports giant’s endorser stable.
Working out doesn’t have to stop. We’ll mix it up and show you how you can exercise at home.
Learn new skills while at home with workshops hosted by our athletes, entertainers and employees.
Play along with activities made for artists, athletes and musicians of all ages.
Comment:
Part useful service, part engagement platform and all list-building, this pertains to be a rounded covid-19 response with genuine global reach and widespread appeal.
It also dovetails neatly with Adidas core positioning.
Of course, we can’t help but wonder what the brand will do with all the consumer data after the pandemic has passed?
For the next three months Adidas is offering free premium access its Training and Running apps globally (available in 15 languages) loaded with specific at home workouts and nutrition guides.
This includes a ‘Fit From Home’ Challenge where anyone from around the world can join to help achieve a collective goal of staying active, with already nearly half a million participants from 192 countries.
Plus, to make health at home even more accessible, the adidas Runners community has gone virtual: offering weekly event schedules through live platforms, including sessions from our captains and coaches around the world on meditation, yoga, HIIT, nutrition and Q&A’s. For a schedule of virtual events visit @adidasrunners on Instagram or via the local Facebook groups.
Links:
Adidas #HomeTeam
https://www.adidas.co.uk/hometeam
Adidas
https://www.youtube.com/user/adidas
https://www.facebook.com/adidas
https://www.instagram.com/adidas/
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