adidas, a world leader in sportswear wanted to establish a foothold in a new
sports category behind innovative product and sustainable package
technologies. The opportunity raised serious challenges because adidas is not known to the target
category. Such an entry was also
expected to face serious competitive pressure in a global market dominated by
well established iconic brands.
How we did it
A positive assessment was needed to
encourage adidas to move forward with a strategic
partnership to introduce the initiative globally. By collaborating with the strategic
partnership team Valen designed and executed a quick turnaround plan to
translate the initiative into full concepts, and validate the appeal and
strength of the proposition in Europe via a proprietary Prediction Market model
to assess the probability of market success.
In less than three weeks from project kickoff we confirmed that the
initiative has a good potential to perform well with a significantly high
probability for consumers to buy the adidas
product instead of their usual brand. We
also confirmed the absence of any issues related to
brand fit by isolating and confirming the integrity of the lead brand equity
Points of Difference. adidas leveraged the outcome by moving forward with a broader scope
strategic partnership plan which encompassed new platforms to drive growth in
completely new categories.