Creative Marketing Solutions & Case Studies | 師兄 Creative Advertising Agency

The Challenge

Being an official sponsor of the FIFA World Cup comes with prestige, but without a dedicated budget for awareness-building, that sponsorship risks becoming invisible. While competitors were investing heavily in World Cup activations, Adidas faced the challenge of making an impact with limited resources. In a city like Hong Kong, where football passion exists but is often overshadowed by other sports, how could we make Adidas' sponsorship relevant, drive engagement, and create an authentic sense of excitement around the tournament?

The Solution

Instead of traditional big-budget campaigns, we took a guerrilla-style approach, leveraging the power of collaborations and social sharing. We identified brands in adjacent lifestyle and sports categories that had strong audience engagement and orchestrated cross-brand collaborations to amplify Adidas’ presence. Additionally, we created an interactive in-store experience where players and fans could physically engage with Adidas in a way that encouraged organic social sharing. By making Adidas synonymous with the World Cup experience in an unexpected way, we maximized visibility despite the budget limitations—proving that creativity beats media spend when executed strategically.