To launch the PT Jogger, adidas wanted an on and offline campaign to talk directly to the target audience.
When chatting to the target audience we came across the phrase 'No pic no proof'. This is the stock response to anyone who uses social media to show off their latest purchase without photographic evidence.
To harness this idea, the launch campaign for the PT Jogger featured the hashtag #holdyourown. As trainers were sold new owners tweeted themselves holding their own new PT Joggers, proving their purchase.
The campaign also featured adidas assets holding their PT Joggers, as the social word about the new trainers began to spread.
– Campaign concept – Photography – Social strategy – On and offline application