19Q2 MAY 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 MAY 201901 MAY 201908 MAY 20193WHSOREC6891153454,9798302,4893,9226541,9611826304884SKU: 4+1 SI QTY: 28K NSV: 70 MIOAPRRN HYPE – ALPHAEDGE 4D#CG5526 (M), #AQ0742 (W)01 MAY 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 FANATICSMAY19Q1 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•DRIVE NPS
S T E PO N T O T H EF U T U R E6BRAND CONCEPTS COMMUNICATIONS穿梭矢量未来
APROUR OBSERVATIONFORMMATTERWhat is Normal in ShoemakingRefining ProcessBoost to be shaped in one timeUpgrading Materialsfrom EVA/UP to new synergyWhat is the different wayRe-define by 4D FORM+MATTERAllAtOnceCHANGEwould be like…•‘genetic -mutation’ in life span•‘great rebel’in evolution• a change maker/revolutionary in shoemaking
APRSLOGANFEEL THE FUTURE异于凡想生来有异 敢 造 不 同为颠覆而来
ICONIZE LATTICE – 运动异型PROVE 4D CONCEPT – 时代异位PROCESS OF MAKING – 制鞋异术APRMESSAGE HOUSEFEEL THE FUTURE异于凡想敢造基因增强的运动体验4D 黑科技敢造有如运动机能增强的体验跑鞋进化过程中的的突变同时突破材料和工艺的限制“”实现 光与氧 4D 雕刻一体成型宣告智造革命的降临革新整个制鞋工业的理念顺应对环境可持续发展的改变
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 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. FEEL THE FUTURE异于凡想
•1 PR DISTRIBUTION （ 5.21 EMBARGO ）•PREMIUM CELEBRITY & STYLISH KOL SEEDING •MEDIA COOP X L’OFFICIEL•ME...
