ADIDAS NAM & FOOTBALL CULTURE
Deep dive on UK Football Culture for adidas North America (NAM)
Task
We were briefed to develop an insights session for the North American Purpose Team as part of their UK immersion trip. The aim: to help them reimagine and reframe their approach to driving purpose marketing strategy and community action by taking a culture first approach to sport with a special focus on football.
Approach
Our research explored how football culture in the UK has evolved over time, its wide reaching impact and how it connects communities.
We then developed an interactive workshop which featured sharing these insights, discussions and in person interviews with grassroots and community leaders in the categories of football media, impact and grassroots football clubs.
Output
The all day session was held at Platform13 HQ, opening with a presentation on the current state of play of football in the UK entitled "Football, Culture and the Power of Community".
A series of conversations, led by Platform13, with the founders of The Streetz Football, Sisterhood FC, Romance FC as well as former pro player Charles Ademeno, discussed the vital work they are doing in their communities and provided inspiraton on how brands can meaningfully engage with and support our national game.
The project closed out with our recommendations on how to turn insights into input to culture-led strategy.
