19Q2 JUN RN HYPEALPHAEDGE 4D CAMPAIGN PLANAPR. 2019
• OBJECTIVE• COMMUNICATION STRATEGY • MESSAGE HOUSE• AMPLIFICATION• APPENDIX
ALPHAEDGE 4D PARLEY #EF5199ALPHAEDGE 4D TRIPLE WHITE #EF3455ALPHAEDGE 4D BLACK / GREEN #EF3453ALPHAEDGE 4D WHITE / GREEN #EF345401 JUN 201901 JUN 201908 JUN 20193WHSOREC6891153454,9798302,4893,9226541,9611826304884SKU: 4+1 SI QTY: 28K NSV: 70 MIOAPRRN HYPE – ALPHAEDGE 4D#CG5526 (M), #AQ0742 (W)01 JUN 2019ALPHAEDGE 4D LEFTOVERS3,6547834222Covered By RFTO
BUYER PROFILE1. PRE-BUY MECHANISM2. FOCUS ON TECH INNOVATION3. AESTHETICS OF THE SHOE1. HIGH PRICE POINT2. WEIGHT & COMFORT ISSUES3. LATE EMBARGO DATEPURCHASER PROFILE1.PREMIUM SNEAKER HEADS2.HIGH INCOME3.OLDER AGE GROUP4.LIVE IN KEY CITIESSTRATEGYWHAT WORKED WELLWHAT DIDN’T WORK WELLDRIVE TECHNOLOGY STORYPLAY UP STYLE & LIFESTYLEGO BEYOND RUNNINGINTO PREMIUM HIGH END COMMUNITIESATTACK THE 4D FANATICSJUN19Q1 MAR ALPHAEDGE 4DALPHA ATHLETESNEAKER HEADTECHNOLOGY / INNOVATIONPresent ALPHAEDGE 4D as the most advanced and cutting edge FTW technology to
APRCOMMUNICATION OBJECTIVE•MAKE A STATEMENT OF INNOVATION•GENERATE HYPE & EXCITEMENT BEYOND THE SNEAKER COMMUNITY•DRIVE SELL-THROUGH
S T E PO N T O T H EF U T U R E6BRAND CONCEPTS COMMUNICATIONS穿梭矢量未来
TECHPERFORMANCESNEAKER + STYLE•Vertical media to talk about the potential for 4D’s technology to enhance their performance (precisely tuned). STRATGEYAPRCLUSTER COMMUNICATION STRATEGYTO POSITION 4D AS THE ULTIMATE HIGH-END PREMIUM FOOTWEAR OF ALL SNEAKER S T E P O N T O T H E F U T U R E穿梭矢量未来Take-away•This is a highly beneficial technology to bring out the best in personal performance.•Talk about how advanced and innovative the process with loads of scientific research and expertise & talk about the process of the printing and how limited and exclusive this technology is•To communicate that this is next-level, ground breaking, never before done technology from anyone but adidas •To build 4D’s unique midsole & design as an icon of the premium and high-end fashion style communityTA•Seeding exposure in the high-end super premium and stylish community circles.
STEP ONTO THE FUTUREADIDAS OFFERS LIMITED & EXCLUSIVE 4D TECH FOR SNEAKER WITH THE MOST ADVANCED INNOVATIONALPHAEDGE 4D LAUNCH IS SUPER PREMIUM AND STYLISH •1 PR DISTRIBUTION （ 5.21 EMBARGO ）•TECH KOL/MEDIA SEEDING•MEDIA COOP X ZHIHU•MEDIA COOP X GUOKR•PREMIUM CELEBRITY & STYLISH KOL SEEDING •MEDIA COOP X DU & SIZE•MEDIA COOP X L’OFFICIAL•PR DISTRIBUTION•SNEAKER MEDIA FREE PITCHEST. IMPRESSION: 170,000,000EST. MEDIA VALUE: 750,000EST. COST: 650,000EST. IMPRESSION: 230,000,000EST. MEDIA VALUE: 1,500,000EST. COST: 750,000TECHPERFORMANCE(ATHLETE)MESSAGEACTIVATIONCHANNELKPICLUSTERTIMINGTECH MEDIA/KOLPREMIUM CELEBRITY & STYLISH KOL / TRENDY MEDIASNEAKER MEDIA/KOLAPRPR ROLL-OUTMAY 21 – JUNE 14SNEAKER + STYLE4D’S TECHNOLOGY IS TO ENHANCE ATHLETES’ PERFORMANCE (PRECISELY TUNED)•MED...
