adidas, the renowned sportswear brand, has mobilised entire internal community under a new brand campaign #hometeam.
The aim of this campaign is to inspire hope and optimism for a return to sport through its much-talked about latest brand film ‘Ready for Sport’.
The video was released exclusively by the employees of adidas and uses the unifying spirit of sport to motivate the world as it looks at re-entering the physical spaces of sport – streets, stadiums or stores.
This is the second phase of adidas#hometeam narrative, which is basically part of adidas’ response to the COVID-19 global relief efforts to collect funds for the COVID-19 Solidarity Response Fund by World Health Organisation.
adidas has made a direct €3 million donation till date and plans to raise additional funds.This is the first time that the brand has launched a campaign solely through its internal community of employees. The film features the #hometeam adidas employees, over 2,500 athletes and the wider sporting community.
For this, all of adidas employees have an exclusive 24-hour window to post the launch film on their social channels and were encouraged to highlight what they are ‘ready for’ – whether something to look forward to or that holds a newfound sense of appreciation. For 90 days, the brand also offers free access to its workout apps so as to help people get ‘Ready for Sport’.