ADIDAS X DSG Earn Your Spotlight
To launch new adidas training apparel at DSG, we showed how the best athletes in the world earn their spotlight to inspire our consumers to get theirs.
A campaign where working out leads to sales.
adidas and Dick’s Sporting Goods partnered with Archrival to launch Earn Your Spotlight, an overarching campaign that features DSG exclusive training apparel.
The campaign inspires the next generation Z athlete, connecting key moments in sport training to the best performance apparel.
From pros to the parking lots.
The campaign featured the likes of pros Eddie Jackson, James White, John Collins, PK Subban, Courtland Sutton, Stefon Diggs and influencer Tevin Allen.
Archrival led the creative direction, messaging and execution of the campaign which rolled out across multiple DSG social channels, YouTube and Hulu.
To give the campaign further legs, we produced a nationwide activation tour for Z athletes to earn their spotlight. We hit five key cities across a 6‑month period to connect the message to retail across multiple sport seasons.
Then COVID hit as we were creating the sequel campaign.
When the pandemic kept everyone indoors, we pivoted the narrative to focus on inspiring and motiving people to keep training. Instead of dropping the content on partner retail channels, we pushed it out through athlete personal social accounts with messages of encouragement and unity.