Team Members: Migle Saveikyte, Serge Howie, Eleanor Evans
The Brief:
Idea 1: A Training App
- contains 'adidas' approved training routines
- sponsored by athletes/teams?
- training videos/instructions
- linked to Adidas products eg. yoga routine/buy the yoga mat
- different categories for different sports?
- different categories for different levels of skill eg. beginner/medium/expert
Idea 2: A Match/League App
- allows you to make a team with your friends and play other teams in your area
- can make a profile + team profile
- has a map, shows you all your local teams
- you can challenge other teams?
- Adidas can hold official tournaments and give our prizes?
- Adidas clothing discount with the app as promotion?
- there's a local/city/national scoreboard, shows how well each teams is?
- competitive + friendly, allows to make new friends
Idea 3: Combination of both above
- training and match app in one
- you and your friends can train for matches then challenge other teams
- challenge teams at your skill level? beginners play beginners
- sponsored by athletes/athletes come to watch the games
- you can win training sessions with the athletes/professionals?
Chosen Idea: Idea 3
Name: Adidas Ability
Purpose: To bring local youth together, get them to go outside and exercise.
How?: An app that allows them to make a football team, train, and challenge other teams in their local area.
Location: London
Target Audience: 17-25 year olds
- Routine Categories: people (amount training), location(park/field/inside), Levels(beginner/expert)
- Layout: should be energetic, about the experience - not about the product
- Marketing: PRINT, in the tube/newspaper, moving image on escalators (posters)?
- Ambient Advertising? pop up shops/massive spontaneous events?
- Celebrity endorsement: London footballers/athletes
- Focus on football - but can be easily adopted to other sports
Team Roles:
Serge: Website and Layout design
Myself: Website/App Imagery design
Eleanor: Advertisement/Promotion concepts
Similar Campaigns/Events:
Premier League Kicks:
L Kicks, which started in 2006 and is celebrating its 10th anniversary, has a long history of using the power of football and the value of sports participation to help hard-to-reach youngsters in some of the most high-need areas.
In the 2014/15 season alone over 50,000 young people took part in the programme. The scheme has also enabled thousands of youngsters to find routes into education, training and employment with volunteering being a key component.
"build safer, stronger, more respectful communities through the development of young peoples' potential".
The Kicks Programme:
Kickz is a football programme that targets some of the most disadvantaged areas in the country to create safer, stronger and more respectful communities through the development of young people's potential. Kickz offers 12-18 year olds the chance to take part in positive activity three nights a week, 48 weeks of the year. Most notably Friday and Saturday nights where there is an increased chance in participating in anti social behaviour.
- 258 young people have gained football coaching/sport qualifications
- 521 young people (aged 16-25yrs) have volunteered7 at Kickz projects.
- 313 young people have undertaken assistant coaching roles.
- 184 young people have undertaken refereeing roles at projects and/or tournaments.
In the case of the two regions with the most Kickz projects running (London and the North West), results show that crime reduction is over five times greater on days on the most popular when Kickz is running, than on days without sessions.
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