adidas BOOST

BOOST, a revolutionary new running product from adidas, was launched globally in February 2013 with WH tasked with successfully activating BOOST in the Irish market. WH devised a plan to help secure widespread product focused coverage by initially identifying key influencers active on social media, who received BOOST before they were available in-store. For the PR launch, WH requested adidas symbols Brian O’Driscoll and Katie Taylor with high media demand for both due to the timing, whilst positioning Ireland’s two most high profile athletes together was a major brand statement. Coverage was superb, with pieces across news and sports pages, TV and online and further coverage that week securing a dominant brand media presence with a total PR value to date of €1.9m and as a result, BOOST sold out within two weeks of going in-store in Life Style Sports stores nationwide.