WELCOME!

We are looking forward to the FW23 adidas ADIZERO PRIME X STRUNG 2 launching on 1st September 2023.

For this purpose, we kindly invite you to submit your long-lead PR-seeding requests for the ADIZERO PRIME X STRUNG 2 shoe via this seeding tool until 21st June.

Please note that the order tool will be closed after the deadline and we will not take further requests into account. All requests are submitted to the adidas Running PR & Social team for review – once the order has been placed, it is confirmed and cannot be amended.

SEEDING OVERVIEW

PR EMBARGO: 1ST SEPTEMBER 2023

RID: 1ST SEPTEMBER 2023

SEEDING PACKS SENT OUT: 3RD JULY ONWARDS

ADIZERO PRIME X STRUNG 2: ILLEGALLY FAST

So much technology in a running shoe, it’s not allowed in elite races. The PRIME X STRUNG 2 is built with innovative technology. Designed without the constraints of race regulations, this high-stacked race shoe offers a performance-driven combination of innovative features: The perfect fit for runners with high stack ambitions.

The new LIGHTSTRIKE PRO core is framed by two Carbon-infused plates. Together, they are designed to provide greater stability and responsiveness for improved running economy. Three layers of LIGHTSTRIKE PRO, more than in any other adidas running shoe, create a stack height of 50 mm. The all new energy core, in between two full length layers of foam, helps to reduce weight and give more spring in the fore- and midfoot.

PRODUCT ALLOCATION

The seeding will consist of the ADIZERO PRIME X STRUNG 2 shoe (HP9709) and is accompanied by a seeding card that highlights the shoe and provides some information about it.

ADIZEROPRIME X STRUNG

(white/blue/red):
HP9709

SEEDING GUIDANCE

See more information here 100DMU on how to target your media seeding.

Campaign Objectives and Approach:
Land the product and campaign coverage in global vertical media titles.

Credibility:
Authenticate adidas as an industry leader in the running market by highlighting a product with innovative yet “illegal” features that focus on performance, built for racing.

Community:
Bring the excitement of distance racing with no limits into the spotlight and celebrate the community of runners globally that enjoy the journey of improving their performances and chasing faster times.

MEDIA SEGMENTATION

In order to maximize positive media impact of the FW23 adidas ADIZERO PRIME X STRUNG 2 and achieve the described objectives, the following media segmentation has been devised:

- VERTICALRunner’s World, Men’s Health, Women’s Health, Women’s Running, Athletics Weekly, Believe In The Run, Outside, Soy Corredor, Runnea, Stadion Actu, Laufen, Quiero Run, Tenis Certo, Runtrip, Sportiva, Running Biji, ESPN

- TECHT3, Coach, Wired

- LIFESTYLEMarie Claire, Glamour, SHAPE, The Cut

- HYPEHYPEBEAST, HYPEBAE, Highsnobiety, Complex

- FASHIONGQ, Esquire, Vogue, ELLE

Pitching core vertical media outlets will authenticate the brand amongst the running community globally, whilst key technology publications will effectively communicate the ADIZERO franchise’s credentials and performance attributes. Including lifestyle titles will tap into the everyday or entry-level runners who are either new to the sport or keen to learn more.

Leveraging hype and fashion titles will build awareness of adidas Running amongst fans of the brand from different audiences, and increase brand relevance amongst Gen Z.

Overall, focus on targeting social-first publishers to drive the online conversations around this boundary-breaking new shoe from the ADIZERO franchise.

SEEDING TARGETS

Please select your targets based on this criteria and split them up in order to maximize high-quality coverage that is seen by adidas Running’s target audience.

A seeding inspiration document will be provided to help drive meaningful coverage from your seeding targets.

Media:
A 75/25 split between vertical and horizontal media targets will champion the brand in the core running sphere where the majority of consumers sit, whilst also drawing in new customers through reputable horizontal titles.

KOLs:
Target a diverse range of running content creators and podcast hosts who highlight the performance characteristics of the range and authenticate the brand with their engaged audience.

Community:
Choose influencers and rising stars of the running community who align with the campaign narrative and create engaging content in the realm of performance running, as well as local community heroes and groups that will drive awareness of adidas’ range to those new to running but keen to improve their times.

DEADLINE

Please note: the deadline for this seeding request is 21st June.

Product will be seeded out from 3rd July.

NEXT STEPS

We will review all market requests and come back to you in the coming weeks to let you know which media, athletes and community members we are able to provide with products.

We trust you that you ordered product yourself. Therefore, please note that our products are very limited, and we are not able to seed every media title.

If you are a cluster market, please submit your order per hub, not per individual market.

Choose your product:

ADIZERO PRIME

CONTACT

BRAND & PR SUPPORT

Alessandra Corbi (Senior PR Manager – adidas Running) alessandra.corbi@adidas.com

Ann-Marie Muehlbauer (Manager PR – adidas Running) ann-marie.muehlbauer@adidas.com

Vanessa Gruene (Associate Director – H+K Strategies) Vanessa.Gruene@hkstrategies.com

Technical & Shipping Support

global.seeding@adidas.events.com