Describing itself as a “conscience-led organisation”, Adidas wants to use its position in football culture to help Common Goal achieve “meaningful action”.
Whether it’s down to the coronavirus, the increasingly visible effects of climate change, or a wider generational shift, social issues have firmly become part of our mainstream conversation.
By linking up with a non-league football team, Adidas is proving that the strongest stories are not always told by the best players.
In the context of Covid and the wider change happening in the world over the past 12 months, Adidas’s head of global marketing believes the ‘Impossible Is Nothing’ message is even more critical as it shares untold stories of sports culture.
The collective silence of sponsors during the European Super League fiasco spoke volumes, but brands should still be looking at ways to rebuild trust and engagement for fans of the beautiful game.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.
Coca-Cola’s senior director of media operations underlined the importance of being customer-centric in order to avoid siloed thinking.