MISSION
Strengthen Adidas’ positioning as a global leader in performance and lifestyle sportswear by ensuring continuous press coverage across both specialized sports media and premium lifestyle publications. Maintain year-round brand visibility through a consistent PR strategy that supports all major brand moments, including limited-edition capsule launches (such as Moon Boot x adidas) and Olympic-related activations.
This integrated approach reinforces Adidas’ reputation across multiple verticals, engaging diverse audiences within the global fashion and sportswear markets.

STRATEGY
SZ Studio executed a long-term press office strategy to maintain continuous visibility for Adidas, with a strategic focus on the lead-up to the Olympic Games. At the heart of this approach was a sustained media relations effort, aimed at securing consistent, high-impact editorial coverage across leading sports and lifestyle publications.

As part of this initiative, SZ Studio curated an exclusive press tour in Paris, organized exactly 100 days ahead of the 2024 Olympic Games. Journalists from top-tier media outlets—including Esquire, GQ, and Runner’s World—were invited for a behind-the-scenes experience at the Adidas Arena, a key venue of the Games. The visit featured exclusive previews of official Olympic kits for Adidas-sponsored federations, direct engagement with brand athletes, and interviews with senior global Adidas executives, reinforcing Adidas’ positioning as a leader in performance, innovation and sports culture.

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