The physical adidas Archive at the company’s headquarters in Germany is a treasure trove of the brand’s immense history and experience. Unfortunately, there is currently no easy way to convey the story of the archive to fans of the brand. We are frequently tasked with explaining the history of new shoe launches for the brand, and wanted to develop a system for doing so.
We turned IGTV into a door to the Archives by launching an IGTV series. Each episode starts from within the Archive in Germany and is designed to help showcase the depth of the brand’s history as well as preview upcoming innovations and how they too are connected to the past.
6.2m views on IGTV & IG Stories, 600k engagements, 17% engagement rate (way above industry average), 91% higher engagement than typical in-feed videos, 31% higher engagement than other IGTV content
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