adidas + Consumer Experiences
Bolstered by partnerships with several A-List celebrities and athletes, adidas was on the up-swing. But the brand needed a way to further demonstrate its cultural cache all the way down to the grassroots level.
adidas has long looked at sport and culture as two separate halves. However, this didn’t reflect the mindset of today’s athlete. Who they are on the field and in their social lives are one in the same. Despite its rising prominence, the sport of soccer, didn’t reflect this reality.
TANGO SQUAD (PHASE 1):
We created a digital community of highly-influential millennial soccer players that the brand could leverage for everything from product research to content creation and influencer programs.
TANGO LEAGUE (PHASE 2):
Tango League would serve as the proof-point for Tango Squad- an underground street soccer league that combined the latest in sport and urban culture – equal parts competitive platform and nightlife experience.