With the global sports bracampaign 'Support Is Everything', adidas set out to challenge outdatedstandards and start a real conversation around inclusion, comfort andperformance. cip marketing developed and delivered a flexible hybrid trainingconcept to bring this message to life across the DACH region - combining brandstorytelling with deep product knowledge across digital and physicaltouchpoints.

The Challenge

Communicate a highly emotional,inclusive campaign while delivering genuine product expertise across multiplemarkets and formats. Everything had to work digitally, in-store or on demandwithout losing impact or consistency.

Our Approach

• Live digital and on-demand training sessions for retailteams
• In-store activations focused on product expertise andbra fitting
• Interactive quiz formats to reinforce knowledge andengagement
• Flexible POS tools supporting staff in everyday salessituations
• Live shopping and digital content connecting brandstorytelling with product education

The Results

• Consistent delivery of the Support Is Everythingmessage across the DACH region
• Improved product knowledge and confidence among retailstaff
• Stronger consumer engagement through inclusivestorytelling
• A scalable hybrid training concept adaptable to anymarket or retail environment