Adidas wanted an exciting activation to show they are the number one sports brand in Newcastle
The challenge was to create an experience to launch the new partnership between adidas and Newcastle University that would both excite and encourage students to get involved with the brand. The ideas behind the campaign was to create an activity that give students a money can't buy experience.
Its purpose was to engage students and athletes and create a positive experience. The adidas shoe box is an iconic reminder of the brand and puts it into context of student university life. The shoebox was positioned on the lawn opposite the Students Union as a symbol to the passing students that adidas is on campus.
To launch the arrival of adidas at Newcastle University, we wanted to give students the unique opportunity to meet a selection of adidas icons and challenge them in an exciting ultimate dodgeball tournament outside the students union. The dodgeball pitch was situated outside the shoebox in prime position for passing students to join in or watch.
448 students signed up forming 112 teams. The event attracted a further 648 students in spectator footfall and there were a total of 889 mentions using the #allinforncl.