It was an exciting week in San Francisco for the adidas Digital Sports BU. Google held its highly visibile annual developer conference featuring new innovations for web, mobile and cloud based technologies. New this year was the announcement of Google Fit, a platform that will enable consumers to integrate and access their fitness data from a range of sensors and tracking apps.
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In the last couple of months, the many journalist wanted to visit Forward Sports, one of the two factories producing the iconic World Cup Ball brazuca. Together with our supplier adidas Pakistan hosted media from several countries; they all came to create a story about the production of this ‘jewel’ as their readership would love to know how brazuca comes to life.
We were overwhelmed by requests – and unfortunately at the end we also had to turn down some of them for lack of time slots and because of some production-related restrictions. The media visits resulted in great coverage for brazuca, adidas and Forward Sports. Why is this a great story? Because for the first time in history the Official Match Ball is also produced here, in Pakistan.
“Deafening silence at the Jawaharlal Nehru Stadium, India is just a penalty away from qualifying for their first ever Football World Cup. This is the moment the entire nation has been waiting for. The ball is on the spot, the pressure is building, this is it, and it’s all in or nothing now. The referee blows the whistle, India’s striker Aniket Jadhav lines up to take the spot kick…”
When I first started my career, press conferences were the best vehicle to get your news out. That has changed dramatically. For us at adidas Football, the traditional press conference is no more – it has evolved and with it we have adapted our communication to service both traditional and social media. As part of our biggest and most integrated marketing campaign ever, we have created a new format called ‘The Dugout’. Together with my team, I have the pleasure to lead this exciting project for adidas Football during the 2014 FIFA World Cup.
The incredible adventure that led me to adidas in Herzogenaurach started when I applied for the ‘adidas x Hyper Island’ scholarship. The Digital Experience team in Amsterdam gave me the awesome opportunity to enroll in Hyper Island’s Digital Data Strategist program. There was no way I could refuse the chance to study at the best digital marketing school in the world, and potentially work with the greatest sports brand.
As the newest member the Digital Experience team in adidas Group, my job revolves around consumer analytics with a focus social media analysis. And with the upcoming World Cup – I’m super stoked! If you want to know how I ended up it Hyper Island and how I finally got my job as a Business Analyst in the Digital Experience team in Nürnberg please read the full interview here.