SS19 ULTRABOOST19 一步 迸发下一步（ TBC ）ePR Plan 1122OBJECTIVE18Q4-19Q1 UBXIX LAUNCH CAMPAIGN18DEC-19FEBESTABLISH UB19 AS A RUNNING PERFORMANCE SHOEPORTRAY ADIDAS AS THE CREATOR SPORTS BRAND IN RUNNINGCOMMS STRATEGY18Q4-19Q1 UBXIX LAUNCH CAMPAIGN18DEC-19FEBLAND UB19 BENEFIT BY TELLING DECODE STORYLEVERAGE CELEBRITIES’ INFLUENCE TO MAXIMIZE THE EXPOURE OF LASER REDGLOBAL ASSETS18Q4-19Q1 UBXIX LAUNCH CAMPAIGN18DEC-19FEBUB19 LASER REDPR EMBARGO: DEC 11UB19 DARK PIXELPR EMBARGO: JAN 2UB19 REFRACTPR EMBARGO: JAN 10UB19 BAT ORCHIDPR EMBARGO: JAN 30Amplify UBXIX’s Arrival in China and Promote the LASER RED filmPrimeknit comfort and link the FTW with cool and fashion20% BOOST with better performance to support runnersTorsion Spring to protect you from injury create the flexibility associationCelebrity seeding (Dec 10-15)EPR PromotionDark Pixel Night party)Media/KOL coopCool runners gatheringMedia/KOL coopFlowerPlus coop (ltd package)Couple KOL coop18DEC-19FEBCOMMUNICATION ROADMAP *HYPE TO DECODEACTIVITYAUTHENTICATESTYLEPERFORMANCEWOMEN’SFEATUREPRODUCT HIGHLIGHT3D Heel360 Primeknit20% BOOSTTorsion SpringKEY MESSAGETACTICS18DEC-19FEBCREATIVE SEEDING IDEA Seeding Card Copy:JUST LIKE A LASER CANNOT READ A RED BARCODEYOU CANNOT BE DEFINED BY CONVERNTION Seeding Card with Electricity Screen Seeding BoxCreative idea:Laser red video will automatically play after you open it. 18DEC-19FEBCELEBRITY SEEDING EXPOSURECelebrityFanbase David Backham52.1MKarlie Kloss2.7MAdrianne Ho 7.8MKendall Jenner25.1MWill Smith10.8MASAP Ferg98.9MSam Smith0.77MMigos8MMichael B. Jordan8.8MRyan Reynolds25.5MGlobal Seeding Local Seeding NZTFollowers: 8MZheng KaiFollowers: 4.3MChen HeFollowers: 5.9MEddie PengFollowers: 30MZhang RuoyunFollowers: 18MHan DongjunFollowers: 9MWei DaxunFollowers: 20MShawn YueFollowers: 14MEst. Cost: TBCEst. Impression: 350MWEIBO COPY:1.It’s super cool shoe with high tech2.Best running shoes ever3.3D heel makes me feel supporting4.Cannot wait to run with it 18DEC-19FEBCELEBRITY SEEDING EXPOSUREFashion & Entertainment KOLEst. Cost: 500,000Est. Impression: 23.2MBazaarPlatform: 2nd WeChat Followers: 0.5M徐峰立Platform: WeiboFollowers: 7.6M江南 BoyNamPlatform: WeiboFollowers: 6.7MChrison 克里森Platform: WeiboFollowers: 7M萝严肃Platform: 2nd WeChatFollowers: 1.4MContent Angle: 1. See what celebrities wear recently2. adidas news running shoe with high tech3. Best running shoes ever which is also a good match to multiple styles 18DEC-19FEBFree pitch & Press Distribution No.Media NameTypeAvg_Web PV1FlightclubSneaker100,0002ULSUMSneaker22,0003LONG7Sneaker15,0004KIKSSneaker20,00051626Trendy20,0006NOWRETrendy20,7007HYPEBEASTTrendy30,0008KidultyTrendy15,000Etc.Leverage advertorial/free-pitch media to generate product feature storyetc.Est. Impression: 1,000,000Est. Media Value:
