The Client

Founded in 1948, the three stripes of the adidas logo have become synonymous with global sporting excellence and are now one of the most recognised brands in the sports industry. When adidas first diversified into the eyewear market, they brought with them an unparalleled level of expertise and it came as no surprise to many that they quickly became one of the most respected players in the market.

The Challenge

adidas Eyewear approached us to develop a multifunctional new creative platform to help with the global launch of the Tycane Pro, a cutting-edge new eyewear product which had revolutionised industry standards in lens curvature and hydrophobic technology. The brand had pioneered innovative new product features to repel dust more effectively, reduce glare from the water and prevent salt from obscuring vision. The campaign was required to work across a broad variety of platforms and focus on their extensive new product development process.

The Result

We worked extensively with leading optical surgeon and sports optometrist, Nick Dash, and professional sailors, Sam Goodchild and Jochen Schumann, to test the Tycane Pro eyewear directly against competitor products in both a controlled laboratory environment and on the water in a racing scenario. This provided both quantitative and qualitative data to support and substantiate the campaign. We then developed the striking ‘Bring On The Water’ creative campaign as well as a full B2B product training program with integrated video content for the product launch in Asia.

Bring On The Water Hydrophobic Campaign

The Brandwave team worked extensively with leading sports optometrist, Nick Dash, Sailor Sam Goodchild and Olympic Champion sailor; Jochen Schumann, to test the Tycane Pro eyewear against competitor products in both a controlled laboratory environment and on the water in a racing scenario.

„Brandwave instantly brought in-depth industry knowledge to this campaign, we look forward to working with them on the next phase of the Tycane Pro marketing campaign.“

Ben Ashlin

GLOBAL HEAD OF MARKETING AT ADIDAS EYEWEAR