Adidas ramps up China activity, handing digital and social duties to Proximity
Adidas has named Proximity China its agency of record for digital and social media work in the country.
Adidas Originals campaign in Beijing
The account was handed to the agency after a pitch, led by R3, which consisted of three rounds.
According to Proximity, it will be responsible for all Adidas ‘sports performance’ business categories in China including football, basketball, running, training, outdoor and kids. The work will cover digital and social strategy, creative, innovative technology implementation across key campaigns, social content, platform management, social listening, data analytics and management.
Clement Yip, CEO of Proximity Greater China, said; “We are delighted to be entrusted with the Adidas business in China, and we look forward to doing great work in partnership with such an exciting and iconic brand”.
Nike is the category leader in China but Adidas isn’t far behind, according to data from Euromonitor cited in Bloomberg. It also found that Chinese brands were starting to ramp up their activity too.
It’s no wonder then that Adidas is pushing its brand harder in the market. Outside of the ‘sports performance’ business is the more fashion-led Adidas Originals range. The sportswear giant also launched new campaign in China for that side of the business yesterday, specifically for the NMD trainer.
It created an in-store experience in Beijing Taikoo Li Sanlitun in which shoppers could use a sound booth that created a musical experience that was powered by laser beams. The campaign was created by Japanese digital agency D2C, Carat and Wechat (Tencent).