Facing fierce competition in the GEN-Z young consumer track, how does adidas neo link up with popular game IP HOK game and turn game lovers into brand members?

Deep diving GEN-Z's three major scenarios of life, entertainment and social, with the core concept of " Gather restless, Legends ", brings a 360 youth digital marketing:

1. Put HOK game in contact with Bilibili, customize hero skins, and promote game special items.

2. The celebrities Zuer Song and Minghao Huang join the event official announcement and take the lead in rallying GEN-Z.

3. Enhance conversion through media buy, integrate resources inside and outside the game, plan for welfare mechanisms, and convert game  members for adiClub members.

4. Undertake huge traffic through EC customized gift boxes and complete purchases.