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Case Study: adidas

Clothing and Retail

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Overview:

Postgame has curated a range of NIL campaigns, team gifting and live activations for adidas, tapping into the influence of hundreds of college athletes to spotlight the newest in fashion-forward and collegiate footwear. Explore a diverse array of recent content crafted by college athletes for adidas through Postgame below.

Brand Campaigns

Here is a selection of some of the campaigns we have executed for the client. Please note that this list is not exhaustive, but highlights a few key initiatives.

  • March Madness 2024

  • CFP National Championship UW Team Activaion 

  • Fear of God Launch 

  • Evergreen NIL Program

  • You Got This 

  • NIL Summit Event's

  • Event Activation's 15+

Challenges Addressed:

Brand was looking for additional Channels to reach Gen-Z sports enthusiasts. Reaching this specific type of Gen-Z 'customer' has it's challenges and can be prove to be an expensive ad buy across a limited number of channels (primarily social media - Instagram or TikTok) as well as being potentially ineffective through the use of  traditional content creators / influencers.

Solutions: 

Postgame NIL Campaign leveraged hundreds of college athletes producing thousands of unique pieces of content (UGC) reaching millions of targeted fans and followers (primarily Gen-Z sports & shoe enthusiasts)

Earned Media

Hailey Van Lith starring in March Madness ad as Adidas crosses 12K participants in NIL network powered by Postgame

LSU star Hailey Van Lith starring in new adidas campaign ahead of March Madness powered by Postgame

Campaign Execution:

Postgame tapped into our network of over 35,000 college athletes - making them aware of the opportunity to leverage their NIL (Name, Image & Likeness) to earn money in exchange for helping to promote the shoes. Recruitment consisted of a two parts  1).  A nationwide opportunity for any athlete to participate regardless of sport, gender, location, follower count, etc.  2). A targeted opportunity for athletes attending specific colleges to promote collegiate branded shoes.


Postgame spent two days recruiting athletes, communicating the opportunities via SMS, Email, In App and Push Notifications. Over 1,000 athletes opted-in to participate.  Postgame then spent another two days distributing payment offers asking athletes to double opt-in to confirm their participation.  Those who accepted immediately received campaign instructions including: what to post, when to post, how to post (tagging requirements, deadlines and more. 


After the campaign, Postgame provided HeyDude a full recap of the campaign including all relevant KPI's as well as an ability to leverage the 1,000's of pieces of content created by every athlete - for a predetermined period of time (licensing rights).

Content & Execution Examples

Weber State University Basketball Player DILLON JONES participates in adidas Basketball NIL Campaign

Elevated, Affiliate, Paid Social

University of Kansas Cornerback COBEE BRYANT promotes adidas Holiday Gear

Affiliate, Paid Social, Elevated, Paid Media

Indiana Women's Basketball All Time Leading Scorer MACKENZIE HOLMES discusses the pressures of March Madness with adidas

Elevated, Paid Social, Affiliate

DAMIAN LILLARD Stars in Adidas Gifting Campaign powered by Postgame on Eve of CFP Championship

UGC, Team, Affiliate

University of Kansas MBB player HUNTER DICKINSON Included in Adidas Campaign powered by Postgame

Paid Social, Elevated

NC State Women's Basketball Player SANIYA RIVERS shares her pressure story with adidas leading into March Madness

Elevated, Paid Media, Paid Social

Georgia Tech First Basemen CARSTEN SABATHIA promotes adidas in Postgame Campaign

Paid Media, Affiliate, Paid Social, Elevated

NC State's DJ BURNS and DJ HORNE promote adidas hours before Sweet 16 Tip Off in Postgame NIL Activation

Paid Social, Elevated, Affiliate

First Team All American Safety (Miami Hurricanes) KAM KINCHENS promotes adidas in campaign powered by Postgame

Elevated

NC State's Men's Basketball player DJ BURNS promotes adidas in Postgame Campaign

Elevated, Affiliate

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