Mission

Prior to Little Red Rooster, adidas Sport eyewear was receiving coverage in the specialist titles – cycling, sports and health – but was not being covered in the mainstream media such as the all-important national newspapers, men’s, women’s and top-tier lifestyle titles that are vital for such a global, renowned sports brand. Therefore, Little Red Rooster was tasked with turning this around and building awareness for this arm of adidas’ portfolio in the UK.

Method

Although adidas is a household name, Little Red Rooster was keen to position adidas’ sport eyewear as being quality but affordable products that are durable and functional and also very stylish – all three being hard to find amongst adidas’ competitors. We didn’t want to neglect the core sporting titles but at the same time, we were keen to build awareness for the brand by targeting a plethora of top-tier publications.

This was achieved through a number of strategic media meetings with men’s and women’s press to broaden their awareness of the brand and its collections, cleverly targeting titles outside of the traditional health and fitness media spectrum. Coupled with thought-out seasonal media alerts, we were able to tee up coverage for core product ranges for the likes of ski season, way ahead of the competition. Homing in on adidas sport eyewear’s affordability merged with high quality products, the brand was well and truly brought to life in the media.

Boom

Little Red Rooster’s expert media relations resulted in unprecedented success for adidas Sport eyewear. Over the course of a 15-month partnership, we secured a whopping 112 pieces of coverage – surpassing our coverage target by almost 100%!

Top hits included splashes in Metro, The Independent, Shortlist, Sunday Telegraph’s Stella, Cosmopolitan, ELLE and GQ to name just a few. We even ensured every single collection was covered in The Observer Magazine, pretty good going!