Adidas

To increase brand loyalty among young athletes, mega sports marketer Adidas called on Bowne Creative to develop a series of “cool,” high-energy direct mail pieces to promote the Adidas Sport Club for Kids in the U.S. The elements of the project included a signup package, newsletters, schoolbook covers and other items intended to keep the Adidas name at top of mind among young consumers. Bowne Creative responded with fun, non-traditional designs that had an edge as well as a positive message to club members. Adidas’ universal appeal among kids of all ages and the brand’s broad product line gave the creative team considerable latitude in using graphics that included an array of sports. Personalization of the mailed pieces added to the appeal—making the campaign a first-place winner according to the client.