PureBOOSTX Launch Strategy

When Adidas released its new female-forward shoe PureBOOSTX, we were asked to create a social content strategy to help tease the launch. Our research found that what our competition was highlighting -- product attributes and how that helped with performance -- didn't really resonate with the real motivations for female runners. Instead, female runners ran for positive energy, clarity, and focus. As we crafted a launch strategy, we embraced the positive vibes.