Adidas FOCUS GROUP 2023

The Ask:

adidas had lost its stranglehold on Liverpool in recent years. With consumers turning to rival and emerging sports labels, the brand asked if we could help them understand why.

What We Did:

Invited 20 of Liverpool’s most stylish and influential gen-z personalities to an informal focus group, hosted at significant clubnight venue Kitchen Street.

The select group were encouraged to talk openly about Merseyside trends. What do they associate with adidas? Why aren’t young Liverpudlians buying the brand? What does Scouse style mean to them generally? Each participant was given £100 to spend at a local JD Sports, explaining their choices on return to the session. The Focus Group was filmed in full and attended by various high-level adidas figures.

Outcome:

• Invaluable feedback from a vital brand demographic.
• Insights that influenced a number of future adi campaigns, including Climacool and Predator launches.
• adidas sales increase in Liverpool.
• Demonstrated to influential gen-z locals that their opinion matters to adidas.