Adidas, the renowned sportswear brand, has mobilised entire internal community under the brand movement #hometeam.
And the intent is to inspire hope and optimism for a return to sport through its much-talked about latest brand film ‘Ready for Sport’.
The video was released exclusively by the employees of adidas and uses the unifying spirit of sport to motivate the world as it looks at re-entering the physical spaces of sport – streets, stadiums or stores.
This is the second phase of adidas#hometeam narrative, which is basically part of adidas’ response to the COVID-19 global relief efforts to collect funds for the COVID-19 Solidarity Response Fund by World Health Organisation.
adidas has made a direct €3 million donation till date and plans to raise additional funds.
This is the first time that the brand has launched a campaign solely through its internal community of employees. The film features the #hometeam adidas employees, over 2,500 athletes and the wider sporting community.
For this, all of adidas employees have an exclusive 24-hour window to post the launch film on their social channels and were encouraged to highlight what they are ‘ready for’ – whether something to look forward to or that holds a newfound sense of appreciation.
And more! For 90 days, the brand also offers free access to its workout apps so as to help people get ‘Ready for Sport’.
Manish Sapra, Senior Brand Marketing Director, adidas India, said “‘Ready for Sport’ aims to be an inspiring and optimistic rallying call for people everywhere to look forward and imagine how incredible sport is going to feel when the current COVID-19 situation is over. We strongly believe that we as a nation should keep moving, so that when the time comes, India will be more than ready for sport again.”
The brand has active measures supporting social distancing, personal protective equipment for the team and sanitisation across all locations for when the stores reopen. Store teams have been training hard to keep every customer that visits the stores safe and healthy in an inclusive environment.